2016 Winners & Shortlists

The Brief

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 the confidence that this vehicle could survive in the desert terrains as well as other major off-roading destinations. 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.

Creative Execution

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 broadcasted our adventure as a 45-minute primetime special. The National Geographic Abu Dhabi broadcasted our adventure as a 45-minute primetime special with multiple repeat telecasts.

Describe the success of the promotion with both client and consumer including some quantifiable results

(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.

Explain why the method of promotion was most relevant to the product or service

The project comprised original Arabic content born from a first-of-it-kind adventure. It led to the unprecedented broadcast of a 45-minute documentary on primetime television.