Brand | LAND ROVER |
Product/Service | LAND ROVER |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Small Scale |
Entrant Company: | Y&R DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | Y&R DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
We sent out 5,000 calendars to our existing customers, and placed it in
different locations around Dubai. Next year, we intend to print 10,000 pieces
and place it in even more locations. The calendar helped Land Rover maintain
a top-of-mind status among the existing and prospective customers.
Creative Execution
Describe the different channel(s) and how they worked together to maximise the campaign.
We designed a calendar based on the core idea that in a Land Rover,
every day is an adventure. We sent it to existing customers, and placed
it in metros and other waiting areas. This way, people could interact with
our calendar, and discover every day where Land Rover could take them
tomorrow or the next month.
Insights, Strategy and the Idea
To design a Land Rover calendar that would communicate Land Rover's spirit
of adventure, that would be useful and unlike any other for our existing and
prospective customers. Land Rover customers are adventurers, they believe their
car can take them anywhere. So the key objective was to create something that
was highly interactive and that would encourage our audience to embrace their
sense of adventure.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Shahir Zag |
Y&R Dubai |
Creative Director/Copywriter/Designer |
Kalpesh Patankar |
Y&R Dubai |
Creative Director/Art Director/Designer |
Guillaume Calmelet |
Y&R Dubai |
Copywriter |
Amin Soltani |
Y&R Dubai |
Producer |
Sarah Locke |
Y&R Dubai |
Account Director |
Pierre Farra |
Y&R Dubai |
Account Manager |
Jean Atik |
Land Rover |
Marketing Manager |