2016 Winners & Shortlists

Creative Execution

The app invited adventurers to create their own off-roading trails or discover new ones. In addition, it brings social gamification to off-roading. Features Create your own unique path, or travel down paths created by your friends, and rate them. Earn badges for your accomplishments, and share them for everyone to see. Use the Flare feature when you're in trouble and need a hand. Save all the videos and pictures you take during your trips, share them on social media and tag friends. Traversing unknown terrain can be risky. Get survival tips that can help you face worst-case scenarios.

The app has recently been launched for the iOS platformand Android platforms. We are partnering with off-roading clubs as well as Land Rover aficionados in the region to start the initial drive. Hence, the results are still awaited.

The MENA region has one of the highest smartphone penetration rates in the world. And the youth are driving this. In GCC countries alone, 77% of youth own a smartphone (Source: Arab Youth Survey 2015). And this region is also one of the largest off-roading landscapes in the world. Off-roaders take on the toughest terrains to discover new places. But the trails remain unmapped and are lost forever. This is where Land Rover, as the vehicle of choice for off-roaders, saw a bold new opportunity. Branded content for mobile in the region tends to be an extension of the website or online campaign. It is rare for a brand to create a smart utility customised to its audiences' needs both offline and online without overtly promoting its product. ARDHI, which translates as MY LAND in English, was launched as the first-of-its-kind social off-roading app.