2021 Bronze Best Launch Campaign

Agency: Spark44, dentsu X and Edit

Client: Land Rover

Campaign Name: New Land Rover Discovery

Campaign Overview

A compelling launch campaign was required for New Land Rover Discovery to overcome latent brand and product relevancy issues, re-engage owners of previous models and attract new customers.

Strategy

The launch of New Land Rover Discovery needed to be successful, but the brand faced two challenges.

Firstly, Discovery lacked brand relevance, having an unclear role within the wider Land Rover portfolio. Secondly, it lacked product relevance. Earlier models were perceived as less stylish and technologically advanced than other brands. New Discovery had improved looks and tech, but perceptual hurdles remained.

Land Rover required an increase consideration and sales, as well as achieving a CRM conversion rate of at least 10%.

Targeting affluent, ‘outdoorsy’ 40-plus parents, the brand sought intriguing broadcast communication to engage; tiered social to tell a deeper product story; and a harder-working direct mailpack to excite existing owners about the car.

Research by Action for Children and YouGov in July 2020 revealed that a third of families were struggling to cope during lockdown. They craved more magical getaways together. New Discovery, with its enhanced features, would enable those special times and the unforgettable family stories accompanying them. This led to the strategic platform: 'Families create more magical stories together with New Discovery.’

Creativity

The creative solution sprang directly from the strategic platform. Leveraging the nostalgic power of childhood-related stories, Land Rover wanted to show how Discovery enabled family adventures.

A multi-channel campaign spanned TV, VOD, Amazon Fire, print, digital, audio, social and a Famous Five-style storybook direct mailpack; not only to celebrate magical family adventures - facilitated by the car - but also to encourage families to become part of their own magical story.

The 'one size fits all' print celebrated its capacity, with seven wetsuits lined up against beach rocks. The audio campaign continued the storytelling thread with more magical family adventures and a see-think-do approach to social included an additional story of 'Mr Snappy' the crab, which nudged people towards finance offers.

Existing owners received a crafted series of nostalgic Famous Five-style adventure books in a direct mail box.

The outer enticed with the line 'Your adventure starts here'.

Once opened, the recipient found the books bound in a keepsake case. The pack also included a bookmark with a personalised finance offer based on their predicted next car

Results

The campaign drove a 72% increase in average weekly car orders.

The broadcast elements created 60% uplift in search and 58% increase in unique engaged visitors to the website.

There was also a 52% rise in completed car configurations and 66% in finance calculations; while visitors were 55% more likely to download a brochure during the period, compared to other Land Rover nameplates.

For messaging, there was a 4.2% point increase in agreement with 'Discovery is spacious' and 2.3% point increase in agreement with 'Discovery is made for families'.

The mailpack generated 552 leads and drove 143 sales, with a revenue ROI of 200:1.The quality of leads generated exceeded target, with 25.9% lead-to-sale conversion.

Overall, the campaign contributed to a +1% increase in total consideration of Discovery, measured by the annual MM-EYE Brand Health study.

The Team

dentsu X - Daniela Eriksson, Comms Planner - Anna Palmer Media Strategist - James Smith, Biddable Director - Max Kelvin, AV Director - Benjamin Langton, Display Director

Jaguar Land Rover - Robert Herd, Comms & PR Senior Manager - Emma Dodd, National Comms Manager - Harriet Kitson, Social Media Coordinator - Philip Haines, CRM Manager - Kelsey Chand, CRM Coordinator - Ben Cheadle, Commercial & Customer Analytics Senior Manager

Spark44 - Chris McDonald, Creative Director - Matt Statham, Creative Director - Benjamin Breathwick, Creative - Rob Ganguly, Creative - Andrew Edelston, Creative - Pippa Smith, Creative - Mark Carter, Project Director - Liz Wolstenholme, Strategy Director - Chris Newby, Head of Account - Hannah Sawford, Business Director - Stephanie Taylor, Account Director - Maddie Thew, Senior Account Manager - Sheena Vegad, Account Director - Corin Kiddy, Senior Producer - Lee O'Hare, Assistant Producer - Kathryn Maltz, Account Manager - Emily Craft, CRM Copywriter - Carolyn Duckworth, Senior CRM Strategist

Mindtree - Lenos Apostolou, Customer Analytics Senior Analyst