The launch of the new Range Rover Sport was Land Rover's most important activity of the year. The campaign had to reinforce Land Rover's credentials as a forward-facing brand and deliver real brand appeal. The goal was to wow the audience, encouraging them to explore Land Rover’s rich online content, thereby turning them into advocates actively sharing their positive opinion of the brand. The Strategy Taking advantage of the long dwell time and access to the target audience, Land Rover decided airports would be the perfect environment to deliver a rich 'moment in time' experience whilst people were in a place where they had time to take in and explore the online content that we would guide them to.
A bespoke special build campaign was created for Land Rover at Gatwick, Stansted and Manchester airports. The campaign utilised existing media to give passengers a sensory in-car experience through responsive, interactive content and directional sound. Digital 6-sheets invited passersby to step on an actual Range Rover accelerator pedal using the call to action 'Push the pedal hear the engine'. Once activated, passengers were exposed to the immense roar of the SUV’s powerful 5.0 litre Supercharged Engine through the attached sound dome above.
This campaign is another great example of the airport environment providing high interaction rates and real flexibility for brands.
- 9,500 unique interactions a week, averaging 41 seconds each
- Campaign achieved a total of over 45,000 unique interactions
- Coverage in The Drum
- Total distance just over once (43,022km) around the world
James Byard – Account Director Mindshare: "The campaign's success can clearly be seen through 45,000 interactions in just over 4 weeks. A flexible approach helped to create a bespoke, interactive campaign that combined digital media with a sound shower to fully immerse users in the power of the Range Rover Sport’s powerful 5 litre engine."