2011 Winners & Shortlists

Results and Effectiveness

Following the activation the number of test drives for the 2011 Range Rover rose substantially from 34 the previous month, to 53.

Creative Execution

Just before the start of the feature film, when the whole cinema hall (including the screen) was in darkness, we exposed the unsuspecting audiences to words coming at them from different directions. These alerts, channeled through single sets of speakers, created the illusion of moving sound. Everybody in the cinema could 'see' what's around them and thus experience the Range Rover's 360º view ability, in an interesting manner.

Insights, Strategy and the Idea

The 2011 Range Rover has 5 on-board cameras that offer the driver an unprecedented 360º view. To demonstrate this feature we created an innovative cinema activation that allowed movie goers to see without actually seeing. By using only sounds channeled through the cinema's surround speakers we delivered 'surround sight'.