Automotive: OgilvyOne London for Land Rover | DMA

Filter By

Show All

Connect to


Automotive: OgilvyOne London for Land Rover

Bronze Automotive

How did the campaign make a difference? The Range Rover Sport audience thrive on exclusive experiences. A microsite and social media programme gave potential buyers exclusive digital content like no other. With a target of 20,000 cumulative pre-sales by 2014, almost 50% of that figure has already been achieved.

What details of the strategy make this a winning entry? The target audience thrive on the social currency of exclusive access to unique experiences. The aim was to create global buzz with a digital experience better than the live event (an unveiling by Daniel Craig, in New York City). Delivery was broken into phases: Entice, Launch and Convert.Entice teased the live event, using limited information to heighten anticipation and drive audiences from social media to a bespoke website. Launch upped the ante with YouTube and Facebook videos, plus multiple live streams of Daniel Craig driving through New York to the event. A Q&A with the lead designer answered questions from the site and social channels. In short, the audience had digital front-row seats. Convert used beautifully styled photography and detailed product information to drive continued interest, long before the vehicle went on sale.

How did creativity bring the strategy to life? The best seats in the house had streamed video, live Q&A and immersive content. Multiple media created a digital experience as dynamic and urgent as the new Range Rover Sport itself. Every aspect communicated the positioning of 'Driven to Another Level';, reflecting a relentless pursuit of design and engineering perfection. Every image was exhilarating and authentic. And, since the audience indexes high on mobile, the team created a responsive site design optimised for all devices, with a bespoke CMS for 26 markets allowing continually updated content. The creative mission was to create an experience that made audiences feel unique by putting them in the driving seat. This enticing, storytelling approach delivered heightened emotional bonding and added depth and richness to the Land Rover brand.

Results Audiences flocked to register interest and view live content. Daniel Craig's 'Live Drive' featured in YouTube's 'Most Popular UK' the day after launch, and video views surpassed 1,065,488 (13% of all channel views). Facebook reached 18,727,911 users globally, with interactions growing by over 577%. Twitter reach increased by 636% against average, with the Sport receiving 8,459 mentions on the day. There were 4.2 million site visits (149,000 on launch day), with an average duration of 12 minutes; 80,000 leads are directly attributed to the campaign, against a target of 20,000 by 2014, and almost 50% of the pre-sales target has been achieved.

Hear more from the DMA

Please login to comment.


Related Articles

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

Generative AI platforms are remarkably easy to use. But we must remember that generative AI cannot read our minds (at least, not yet!). Generative AI is only as effective as the prompts you provide it with and the data fed into it.

Guide to Generative AI_image.jpg

As the use of third-party cookies fades away, personalisation is getting a makeover. Companies are now using their own data and AI to offer more relevant, consent-based experiences that meet customer expectations for both privacy and personal touch. Find out more in the latest Customer Engagement: Future Trends report.

Customer Engagement: Future Trends Report 2024

With the UK charity sector experiencing its first income decline in eight years, marketers had to get creative. Find out in the latest report which strategies proved to be most successful.