2016 Winners & Shortlists

TRACING THE TROPIC OF CANCER

BrandLAND ROVER
Product/ServiceAUTOMOTIVE
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategorySponsorship
Entrant Company WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Advertising Agency WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Media Agency MEC MENA Dubai, UNITED ARAB EMIRATES
PR Agency WEBER SHANDWICK MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Land Rover has been in the region for decades. 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. The weaker performing areas in terms of perception were design, innovation, quality and reliability. People lacked the confidence that this vehicle could survive in the desert terrains as well as other major off-roading destinations. Additionally, the vehicles were being perceived as an expat woman’s car and 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. To change the perception, we decided to let the LR4 do the talking. And we knew that it had to be more than just an average drive. So we set out to give the region's off-roaders a new destination of their own. By mapping the geographical milestone of the Tropic of Cancer, an uncharted route in a harsh environment that pushes the limits of hardened adventurers. As word about the expedition spread, everyone took notice. Then, we bagged the most sought-after television coverage in the industry! National Geographic Abu Dhabi got inspired by our quest and broadcast our adventure as a 45-minute primetime special.

The Brief

Highlight the capabilities of Land Rover vehicles, as built for the region and game for the desert. Encourage and increase participation of the local target audience with the brand on its owned digital channels.

Execution

So we set out to give the region's off-roaders a new destination of their own. By mapping the geographical milestone of the Tropic of Cancer, an uncharted route in a harsh environment that pushes the limits of hardened adventurers. As word about the expedition spread, everyone took notice. Then, we bagged the most sought-after television coverage in the industry! National Geographic Abu Dhabi got inspired by our quest and broadcast our adventure as a 45-minute primetime special.

(The last brand health was conducted prior to the launch of the project and a post-campaign brand health exercise is yet to be conducted. Therefore, success – at this point - is based on engagement and traffic on both traditional media and social channels.) National Geographic Abu Dhabi premiered it at primetime and ran 6 repeat telecasts of our 45-minute documentary. In the end, the LR4 conquered one of the few unmapped places on the planet, as seen on TV! Thus, proving its capabilities, earning new friends and charting a new place of pride in the hearts of the Arab off-roaders.

The Strategy

Young, local affluent Arab Male, primarily, but due to the fact that MENA is a patriarchal society, we had to ensure our communication did not isolate the 40+ age group of the TA. Nationals across the MENA region love their cars, are passionate about them, and have extensive knowledge of the automotive industry. They have multiple vehicles for multiple purposes: Off-roading, shopping, family needs, nights out, cruising, etc. It all started with the insight that Arabs are highly patriotic and proud of their land. We wanted to re-connect with them within a context they were comfortable with and in an environment that resonates with them. This is why we decided to shape a project that didn’t set out to sell cars, but reignite pride in a shared legacy.

Credits

Name Company Role
Piotr Chrobot Wunderman Mena Executive Creative Director
Hugh Southall Wunderman Mena senior copywriter
Giles Watson Wunderman Mena Art Director
Hassan Bilgrami Wunderman Mena senior copywriter
Malesh Ponnusamy Wunderman Mena Creative Group Head
Jesus Barajas Wunderman Mena Digital Designer
Fahad Naeem Wunderman Mena Graphic Designer
Fahad Rayan Wunderman Mena artworker
Louis Moghabghab Wunderman Mena Creative Group Head
Uday Chandran Wunderman Mena Junior Copywriter
Nuzhat Merchant Wunderman Mena Account Director
Wessam Kreidieh Wunderman Mena Account Executive
Muhammad Assaf Wunderman Mena Arabic copywriter
Muhammad Azam Wunderman Mena Graphic Designer
Tarek Agha Wunderman Mena artworker
Rachel dunn Weber shandwick
Lynda Mcwalter Weber shandwick