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2014-rangerover-fujiwhite2Range Rover announced one of the more ambitious integrated automotive campaigns of the year today aiming to capture “the personality of the brand’s target customer” for the two-year old Range Rover Sport.

The campaign theme, “Driven to Another Level,” completes the newly redesigned Range Rover line up that started with the Range Rover Evoque and then Range Rover. The Sport is the top-selling Land Rover vehicle in the U.S. including a 15 percent boost in sales in 2012 and a 14 percent lift, year-to-date.

The multi-channel campaign will incorporate creative elements across television, print and digital, along with several non-traditional brand partnerships. It also resurrects the film series strategy that was so successful for BMW ten years ago. The TV commercial re-creates the real-life feat the car achieved when it set the world record for a production-standard Sport Utility Vehicle on the Pikes Peak International Hill Climb course on June 6. Digital elements include interactive web banner ads that enable a consumer to activate a Range Rover Sport driving experience on their mobile device; rich media mobile ads that bring multiple aspects of the car to life, and, an interactive film — “Race the Sun” — that puts the user in the driver seat to put the Range Rover Sport through its paces in five different scenarios to showcase the breadth of capability, both on and off road. “Race the Sun” features game components to test speed, agility and off- road handling, and you can explore the interior and exterior in an immersive 360 experience.

Other campaign highlights include a five-page, high-impact interactive print spread featuring image recognition technology that enables readers to wave their mobile device over the creative, activating it, to “feel,” “see,” and “hear” more about the new Range Rover Sport. Creative will run in November issues of Esquire and Car & Driver as well as the December issue of Wired. Multi-media partnerships with Men’s Journal Outside and ESPN will feature an original video series, “The Driven” telling the story of innovators and adventure seekers as they focus on their next achievement

Land Rover recently announced U.S. sales for the month of August. Closing out the month, the brand saw an increase of 32 percent driven by extremely strong results for the newly launched Range Rover, Range Rover Sport and Range Rover Evoque; making it the best August sales month ever.

“The all-new 2014 Range Rover Sport is a hallmark Land Rover representing true breadth of capability with incredible on-road and off-road handling and performance,” said Kim McCullough, Brand Vice President, Land Rover North America. “We developed a campaign that lives up to this remarkable car, with creative that communicates its unique attributes and media properties that connect with our core customer who is as capable and driven as the Range Rover Sport itself.”

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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