Client: Landrover
Project: Landrover - Hippos
Media: Outdoor
Landrover - Hippos

DESCRIPTION

Brief

Under Ford ownership, Land Rover was set a dramatic sales target – to double sales volume in five years. Naturally part of this growth would come from the launch of new models but of course improved marketing activity was charged with the remainder. In short Land Rover had to become more relevant to a wider target audience not just the ‘4x4 fanatics’.

Up until this point, marketing materials had been available for use in all markets but had not been centrally co-ordinated. Product development was the company focusand that focus was reflected in the company’s communication.

Solution

To this end a multi-market, multi-functional cross Agency group managed by RKCR/Y&R in London was created.

Working with Land Rover we need to strike the right balance between global ambition and local relevance.

’Think Global, Act Local’

(The need to adopt a global perspective for the brand without ignoring the local dimension in which the brand operates.)

The agreement of a new global vision for Land Rover helped to set the company on a new path. Their vision was agreed as ‘To be the world’s leading brand at creating, inspiring and delivering adventure’.

RKCR/Y&R identified that a shift was required from communicating product strengths to communicating the emotional benefits that owning a Land Rover allows.

This led to a statement of brand meaning for Land Rover that centred
on the idea:

‘The Land Rover Experience’.

The shift in emphasis has had dramatic results in a short period of time.

The advertising has been wholeheartedly endorsed by local markets around the world and ran in over twenty countries. The iconic nature of the imagery and pictorial stories in the television advertising ensure that minimal copy is used, ensuring ease of translation and use across multiple countries and channels.