2020 Silver Automotive

Agency: Spark44 and Edit

Client: Land Rover UK

Campaign Name: Range Rover Sport: The ultimate performance campaign.

Campaign Overview

The ultimate performance

Insight shows customers are too time-starved to visit a retailer to place an order or wait for their new car. Range Rover decided digital could solve the problem.

Strategy

Range Rover knew its customers were time-poor. They couldn't spend hours in a retailer or weeks waiting for a new car to arrive.

Both issues could be solved by offering them a personalised £3,000 incentive, while presenting a stock vehicle similar in specification to their likely predicted next car on the brand’s new e-commerce platform, with delivery in just two weeks.

But it wasn't so simple. Motorists had questions about the car's relevance in a changing world, compounded by growing concerns about the environment. They needed to be reminded of what the car was capable of, and be able to see or feel the claims to believe them.

Creativity

Spark 44 and Edit, working with Starcount and Mindshare, devised the proposition “Make an impact with Range Rover Sport”. The creative team was briefed to create a digital journey through eDM and web to demonstrate the car's design, while also using extreme Plug-in Hybrid Electric Vehicle (PHEV) performance credentials to address relevance concerns in an exhilarating way.

The team used an intelligent research agency tool to analyse social media data of millions of UK individuals. The data was translated into motivations for buying environmentally friendly cars, from 'tech-lovers' to 'climate champions'. Data was mapped across the UK postcode system to target areas with a high score of consumers displaying the mindsets.

The integrated user journey featured an email, which revealed a personalised offer and the specific Range Rover Sport predicted to meet the motorist’s needs and buying motivations.

To demonstrate the relevance of the performance message in the most impactful way a Range Rover Sport Challenge Collection was rolled out through direct mail. It featured an immersive HD video compilation of the model’s ultimate off-road driving feats from across the globe.

Compact audio and visual technology was embedded into the pack, designed to resemble the Range Rover Sport’s infotainment system. On opening, a magnetic sensor activated a sizzle film that showcased its four greatest challenges and technological solutions. The pack contained a QR code and URL to join the integrated journey at the same point as a click within the eDM.

Results

At a cost of £225,000, the campaign delivered an impressive ROI of 140:1. By addressing the relevance of the car to an environmentally aware audience through PHEV, speed of delivery concerns and removing the need to spend time at a retailer, the initiative succeeded in selling 700 incremental Range Rover Sports.

There was a 50% uplift in sales from stock versus the control, and a 33% uplift in PHEV sales among motorists with an ‘electrified' mindset when served the relevant content.

The Team

Spark44 - Christopher Newby, Head of UK Account - Matt Statham, Creative Director Phill - Chris McDonald, Creative Director - Sheena Vegad Account Director - Rob Ganguly, Copywriter - Ben Breathwick, Art Director - Fiona Pilgrim, Account Manager - Simon Hodges, Studio Manager - Rebecca Goldberg, Designer - Nick Southwell, Editor - Neal Brasier, Strategist - Elizabeth Wolstenholme, Strategy Director - Dan Good, Editor - Emily Craft, CRM Editor Jaguar Land Rover - P Haines, CRM Manager - Nick Edmonds, CRM Coordinator - Elizabeth Moore, Project Manager - Adam Williamson, Commercial & Customer Analytics Director - Mark Beesly, Senior CRM & Digital Manager Edit - Emma Watson, Business Director - Gwyn Rodway, Associate Director Marketing Technology - Simon Peel, Technical Consultant - Janet Hester, Head of Data Science - Joe Osborne, Data Analyst - Jim Richards, HTML Developer - Kulwarn Gil, Senior Customer Targeting Manager - Rebecca Boyt, Senior Customer Targeting Manager - Adam Dark, Customer Targeting Manager - Eddie Golby, Customer Targeting Manager - Lee Jones, Customer Targeting Manager - Tom Ross, Account Director - Annabelle Heap, Senior Account Manager - Kate Waterhouse, Client Delivery Manager - Alex Bacon, Client Delivery Manager Mind Tree - Lesley Elliot, Senior Advanced Analytics Consultant - Nicholas Gal,e Data Scientist - Yoong-En Tan, Analytics Consultant - Krupa Dodhia, Analytics Consultant Starcount - Rowena Humby, CEO - James Lamburn, Client Development Director

Contributors

Starcount, Mindtree