Category: Product Launches
Advertiser: LAND ROVER NORTH AMERICA
Product/Service: RANGE ROVER EVOQUE
Agency: WUNDERMAN
Chief Creative Officer: Nick Moore (Wunderman)
Senior Vice President/Director: Keith Rhodes (Wunderman)
Integrated Creative Director: Steve Whittier (Wunderman)
Account Director: Marc Blaskey (Wunderman)
Account Director: Michael Mulcahy (Y&R Brands)
Social Media Management Supervisor: Liz Dennebaum (Wunderman)
Senior Art Director: Liz Tervenski (Wunderman)
Senior Art Director: Jed Tamarkin (Wunderman)
Senior Art Director: Matt Lalande (Wunderman)
Copywriter: Ryan Eagle (Wunderman)
Senior Copywriter: David Krulik (Wunderman)
Account Supervisor: Esther Yun (Wunderman)
Account Supervisor: Jennifer Mottershead (Y&R Brands)
Account Supervisor: Jessica Cavaliere (Wunderman)
Account Supervisor: Grant Jacobs (Wunderman)
Senior Digital Producer: Alex Parra (Wunderman)
Account Executive: Hayley Clark-Braverman (Wunderman)
Account Executive: Cristina Mastria (Y&R Brands)
Account Executive: Jesse Jordan (Wunderman)
Senior Art Director: John McGill (Wunderman)
Media placement: TV campaign - - 17 October 2012
Media placement: Launch Email - n/a - 17 October 2012
Media placement: Apple iAd - Apple - 24 October 2012
Media placement: Homepage Takeover - New York Times - 26 October 2012
Describe the brief/objective of the direct campaign.
The Range Rover Evoque is a stunning new vehicle designed to provoke strong personal reactions, so our launch campaign was created around a singular idea: The Power of Presence.
The Evoque is also smaller, lighter and sleeker, designed to appeal to a sophisticated new generation of drivers. So we needed to create a multi-faceted launch campaign that could generate awareness among a younger, more design- and tech-savvy audience.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our campaign had to speak to consumers in the channels they know best.
So, for example, our Homepage Takeover of The New York Times Online brought a rich, microsite-like experience to millions. Our iAd broke through the boundaries of traditional iAds, and treated users to a richer, more vivid experience. Our TV spot entranced viewers with Evoque’s style and grace, underscored by the real-time reactions of real people. And our launch site allowed users to create their own path of discovery of the Evoque, and share that path and their reactions with others.
Explain why the creative execution was relevant to the product or service.
The choices we made: from the media we used, to the artists and tastemakers we allied ourselves with, to the attention to design and detail throughout, all reflected the essence of the Range Rover Evoque itself.
Plus, there were the innovations. The banner-bursting experience of The New York Times Homepage Takeover. The unprecedented, gyro-controlled 360-degree vehicle tour in our iAd. The sharable user journey of our launch site. The integration of real-time events in key cities with global social media. This was The Power of Presence brought to the whole world.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Range Rover Evoque has been one of the most talked about cars on the market, pulling in awards and sales. In fact, the entire production run was sold out in a matter of weeks, with more than 85% of buyers new to the brand. And, as an exclamation point, a flash sale on the popular website Gilt.com sold a vehicle in less than 11 seconds, with hundreds of hopeful buyers joining a waiting list.