2012 Winners & Shortlists

The Campaign

In this region, Range Rover vehicles are mostly driven by a more mature target audience. 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: to launch this vehicle in a way that will grab their attention. Our strategy: To excite and entertain our target where they spend most of their time–Online; reach them through someone they relate to and follow – Ali F. Mostafa – the young, acclaimed director of ‘City of Life’, a box-office film. As everyone was expecting the next film from Ali, we used this opportunity to create a launch campaign for Range Rover Evoque. We started the buzz about his next film: Classified, a 5-episode online film series that purely entertained our target– without any brand mention till the second-last episode; but also teased them with subtle brand integration. Later, we revealed that Ali’s film, Classified is actually a ‘Range Rover Evoque Film Series’, making Classified the region’s first-ever online film series that launched a brand. This intensified the PR buzz. For a never-done-before launch campaign in the region, the results surpassed our objectives • Over USD $921,123 worth of PR value. Through Classified and Ali, Range Rover successfully established a relationship with its new target.

The Brief

Our objective was to launch this vehicle to them. But the challenge was to get the attention of this audience Range Rover had never spoken to.

Results

For a never-done-before launch campaign in the region, the results surpassed our objectives: - Over US $921,123 worth of PR value, and over US $10 Million including media - Generated 5.6 Million impressions, 2.5 times more than the target - Received 248,845 views - Trailer generated highest media-views of 52,420 - Overall Click-Through-Rate of 0.28%, higher than the industry benchmark for entertainment (0.13%) - Classified page received 200,000 impressions, of which 92,142 were unique-viewers - Increase of 150% search volumes in KSA & 300% in UAE - Ranked as the No.1 film in the region by Campaign MiddleEast - On popular demand, MBC aired it on MBC Action as a film Moreover, all cars are sold out till April; the waiting list is still growing. Through Classified and Ali F. Mostafa, Range Rover successfully established a relationship with its new target audience.

Execution

-We got the young, acclaimed ‘City of Life’ director, Ali F. Mostafa, who was already popular amongst the region's youth. -We made his next film our launch campaign idea. - With MBC, region’s leading broadcast company, we created a 5-episode online film series, Classified, directed by Ali – which became big PR news. - Classified not only used the language our target audience speaks in, ‘Arabish’ (Arabic+English), but also ensured that the region’s cities, the Arab culture and Evoque were seamlessly woven into the storyline – without any brand mention till the second-last episode. - Week after week, we got our viewers hooked to an exciting and action-packed drama following the lives of three Arab guys, who the audience could relate to. - Ali and the cast started interacting with our target on twitter. - We then revealed that Ali’s film, Classified is actually a ‘Range Rover Evoque Film Series’, thus making Classified the region’s first ever online film series that launched a brand–this intensified the PR buzz even further.

The Situation

In this region, Range Rover vehicles are mostly driven by a more mature target audience, mainly 40+ Arab males. For the first time ever, they were launching a ‘baby Range Rover’, the Range Rover Evoque for the younger generation, mainly the young, affluent Arab male from 21 to 35 years, who are very aspirational, stylish and image-conscious. This was a completely new set of target audience for the brand.

The Strategy

Our strategy: To excite and entertain our target audience where they spend most of their time – Online; and reach them through someone they admire, relate to and follow – Ali F. Mostafa – the young, acclaimed director of ‘City of Life’, a film that was a box-office success in the region. As everyone was expecting the next, big film from Ali, we used this opportunity to create a launch campaign for Range Rover Evoque. We started the buzz about his next film: Classified, a 5-episode online film series that purely entertained our target audience – without any mention of the brand till the second-last episode; at the same time, teased them with subtle integration of the vehicle’s features.