2013 Winners & Shortlists

The Brief

In celebration of the New Year, Land Rover wanted to create a giveaway to encourage owners to make the most of their vehicles and reinforce the brand’s long-standing association with outdoor adventure.

Creative Execution

All about superior outdoor competency, the creative solution was relevant to the brand as it encouraged Land Rover owners to explore the outdoors with a useful kit in case of any unexpected events. The idea pushed Land Rover’s brand association with adventure a step further by educating its customers on the uses of everyday objects in relation to adventurous situations.

Describe the creative solution to the brief/objective.

We created a special card to help owners better prepare for what their next adventure may have in store, by showing them how ordinary objects can be turned into extraordinary tools for the outdoors. From the string used for wrapping, down to the 100% cotton paper it was printed on that also doubles as a bandage, the card was designed to be completely functional in the outdoors. With each object actually attached, we placed the giveaway in all vehicles at Land Rover service centres across the region, as a handy kit for owners to keep in their car.

Results

The giveaways were placed in Land Rover cars serviced during the first quarter, currently totaling at 17,562 cars for the months of January and February 2013. Land Rover was extremely pleased with the positive response garnered by the giveaways. Some owners even asked for a second card to share with their friends.