2016 Winners & Shortlists

The Campaign

While Range Rover nameplates enjoyed a strong and unique position in the lives of its target audience – the affluent young Arab male – the Land Rover brand was suffering. People lacked confidence that this vehicle could survive in tough desert terrains and other off-roading destinations. Additionally, the vehicles were being perceived as made for soccer moms. Moreover, over time and after years of globally-led creative work and messaging; Arab Nationals stopped resonating with the Land Rover Masterbrand. The brand was seen as one that does not speak to them in their language and therefore it is not relevant. Land Rover has been present in the region before the skylines and fast lanes came to life. So we decided to turn it into the region's greatest storyteller. ARDHI (MYLAND in English) has been a source of pride across ages and generations in this region. Because this land, and the treasures that it holds, has made it people who they are. So we decided to inspire the youth to rediscover their land through original content that spoke their language and took them beyond the roads. The campaign started with telling the unknown stories of people from this land, together with Ali Mostafa, the most acclaimed Emirati director. It showcased places from across the region: from Tunisia to Qatar, and Lebanon to Bahrain. We also created many firsts. An initiative to map the Tropic of Cancer for the first time in the region, led to a 45-minute documentary broadcasted by National Geographic Abu Dhabi. We also rediscovered the Hejaz Railway, a lost project that dates back several decades. Then, through the first-of-its-kind social off-roading app, we let people write their own stories by mapping trails, discovering new ones and exploring gamification like never before.

(The last brand health was conducted prior to the launch of the platform and a brand health exercise post ARDHI/MYLAND is yet to be conducted. Therefore, success – at this point - is based on engagement and traffic on the social and online channels.) This HUB has recorded over 300,000 unique visitors. Over 12 million video views on Land Rover Facebook page Around 18 million video views on YouTube Over 1 million engaging tweets Additionally, PR coverage valued at USD 1,104,330 (AED 4,056,369) Reach (Online/Print): 57 million+ The ARDHI app, which is currently limited to a select group of influencers, is soon to be launched to a wider audience.