Land Rover: WE LIVE TO TELL STORIES

Credits & Description:

Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: WE LIVE TO TELL STORIES
Advertiser/Client: LAND ROVER
Product/Service: LAND ROVER
Entrant Company: WUNDERMAN BRAZIL Sao Paulo, BRAZIL
Advertising Agency: WUNDERMAN BRAZIL Sao Paulo, BRAZIL
Creative Credits
Name Company Position
Eco Moliterno Wunderman Creative Vice President
Adilson Batista Wunderman Executive Vice President
Adriano Abdalla Wunderman Creative Director
Rodrigo Jatene Wunderman Creative Director
Fabiana Baraldi Wunderman Media Director
Fernando Teixeira Wunderman Account Director
Rodrigo Jatene Wunderman Art Director
Adriano Abdalla Wunderman Copywriter
Marcelo Zampini Wunderman Art Director
Renato Duó Wunderman Copywriter
Caroline Sales Wunderman Media Coordinator
João Lima Wunderman Producer
Michel Gubeissi Wunderman Director
Guilherme Médici Wunderman Designer
Daniel Lacroce Wunderman Designer
Bruno Parlato Wunderman Designer
Rafael Willians Wunderman Designer
Fernando Drudi Wunderman Designer
Rodrigo Cavalcanti Wunderman Copywriter
Details
Results and Effectiveness:
With our program we impacted 4.6 millions people on TV. Since the channel has a predominantly class A viewership, we reached an important segment of possible Defender purchasers with a relevant message. More importantly: the demand for test drives at the dealerships had a significant boost, culminating with a 98% increase in Defender sales in March 2009.
Creative Execution:
Many off-road vehicles sell attributes like durability, performance and power. But how many deliver emotional attributes? Based on that, we set aside the unquestionable quality of the Land Rover and launched a brand entertainment action involving TV, direct marketing, a web site, online and offline campaigns; it all started with a mini-series on Discovery Travel & Living, a channel with a great appeal to the target. With the concept - We Live to Tell Stories - we wanted to do more than just show the vehicle's features. We wanted to position the brand with an emotional appeal that would leave the residual feeling that on board a Land Rover Defender we all become storytellers and protagonists of our own stories.
Insights, Strategy and the Idea:
Launch the new Defender and celebrate the 60-year history of Land Rover using an innovative mix of online and offline channels.