In this region, Range Rover vehicles are mostly driven by a more mature target audience. For the first time ever, they were launching a ‘baby Range Rover’, the Range Rover Evoque for the youth, mainly young, affluent Arab male – a target they have never spoken to.
Our task was to launch this vehicle in a way that will grab their attention. Our strategy: start the buzz beforehand and entertain them where they spend most of their time – Online.
Along with MBC, the region’s leading broadcast company, we created a 5-episode online film series, Classified – an exciting, action-packed drama that was not only in Arabish (Arabic+English), the language our target audience speaks in, but we also got a young, acclaimed Arab director, Ali F. Mostafa, who was already popular amongst the youth after his box-office film, ‘City of Life’.
The region’s cities, the Arab culture and the features of Range Rover Evoque were seamlessly woven into the storyline. Classified entertained without brand mention till the second-last episode, later revealing itself as ‘A Range Rover Evoque Film Series' - making Classified the region's first-ever online film series that launched a brand.