2022 Bronze Automotive

Agency: Accenture Song and Dentsu X

Client: Land Rover

Campaign Name: Live Stream

Campaign Overview

An innovative, media-first campaign that punched above its weight was required to reinforce the brand's purpose - ‘To help you make more of your world’ - in a deep, meaningful way that would strengthen brand love.

Strategy
Land Rover knew its affluent and driven audience burned the candle at both ends but also understood they needed to slow down now and again. The solution was to showcase the brand as the Official Sponsor of the Great Outdoors.
Interrogating what it means to be ‘unstoppable’ the team discovered that two hours outdoors per week minimum is required to reap its benefits. With a tight budget the campaign had to re-educate people about the brand’s purpose while also driving behaviour change.

Creativity

For Mental Health Awareness Week, Land Rover inspired the public to get their 'two-a-week' outside via an immersive campaign featuring urban-centric 'Live Stream' posters: literally broadcasting a nearby stream in real-time, demonstrating how close it was and directing people to explore a map of inspiring, natural hidden gems around the UK.

A campaign home page was accessed via a QR code, explaining the need for people to spend time in nature. Live Stream also aired on YouTube, and was announced through witty dynamic social posts - ‘Live Feed’ featuring grazing horses and ‘Free View’ with picturesque vistas - on Twitter (paid), Facebook, LinkedIn and Instagram (organic).

Results

Awareness was high - 12% - for a small-scale campaign. Some 42% of people exposed to the ad agreed Land Rover cares about the Great Outdoors, and there was a 39% increase in agreement with the brand’s purpose statement.

The work drove deep engagement and behaviour change, achieving its aim of encouraging people to explore nature around them. Nearly half (49%) of those surveyed said it inspired them to want to spend more time outside; five percentage points higher than the brand’s Outspiration campaign achieved in the previous year - despite having a budget more than five times lower.

The Team

Accenture Song - Matt Statham, Creative Director - Chris McDonald, Creative Director - Andrew Edelston, Senior Creative - Pippa Smith, Art Director - Liz Wolstenholme, Strategy Director - Chris Newby, Head of UK Account - Will Deacon, Senior Account Director - Kathryn Maltz, Account Manager - Ellee Prior, Producer - Anastasia Prokhorenko, Social Media Manager

Dentsu X - Daisy Peacock, Account Manager - Shelley Ploos, Planning Director - Stephanie Taylor, Account Director

Posterscope - Mark Waddell, Planning and Buying Director - Megan Beattie, Planning and Buying Manager

Contributors

Locate Productions and Indeed Productions