2011 Winners & Shortlists

Results and Effectiveness

Within just two months and only through digital channels, over 30,000 within our target group engaged with the brand. Uploading pictures, sharing videos, wall posts, tagging, commenting and talking about the car in general. More over, we earned media as blogs and the press lapped up the excitement and buzz this campaign was creating in town (Free Media Coverage worth USD 10,500). As for the missing car, it was found within one week! But most importantly, we tapped on a completely new target audience for Land Rover, using the medium of mobile and online only.

Creative Execution

The campaign used the mobile and Facebook features to get our audience to interact with a car they had never even considered in the past. This would subconsciously entrench the brand into their minds. An LR2 was first packaged in a giant toy box at Virgin Megastores. Pictures of people trapped inside were taken, posted on to the Facebook Group page and their friends were asked to comment. The person with the most comments won. And Land Rover’s ‘Ally’ was found! The campaign came alive again as the winner appealed for help on the Facebook Group page, saying the car he had won had suddenly gone missing. Seeing a fellow Facebook member in trouble, the whole city joined in the hunt, clicked pictures of LRs and uploaded them on the Group page. First person to upload the missing car’s picture on the Group Page won the car for a week!

Insights, Strategy and the Idea

Land Rover (LR) is the vehicle of choice for families and high-income individuals in their 30’s and 40’s. In Dubai however, a large part of the auto-savvy population consists of the youth – a market segment with a high disposable income. To expand its customer base, the brand wanted to find a way to connect with this audience and start a conversation with them. Statistics show 4.7 million Facebook users in the Middle East, 75% of which is dominated by the age group between 15 and 29 - exactly our target audience! So we decided to create a campaign using Facebook to its max. Involving every feature this audience uses – right from using mobile phone cameras to upload pictures and videos; tagging; commenting; wall posts and more. Also, this audience is much influenced by its peer group so we decided to first find an ‘Ally’ among them to keep them engaged.