Category: Direct Response Digital: Websites, Microsites & Banners
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 Supervisor: Esther Yun (Wunderman)
Account Executive: Hayley Clark-Braverman (Wunderman)
Senior Art Director: Jed Tamarkin (Wunderman)
Senior Copywriter: David Krulik (Wunderman)
Digital Producer: Alexander Parra (Wunderman)
Media placement: Online Rich Media - Homepage Takeover - New York Times - 26 October 2011
Describe the brief/objective of the direct campaign.
The new Range Rover Evoque was designed to appeal to a new generation of sophisticated drivers — it’s smaller, lighter, sleeker. It’s also a stunning vehicle designed to provoke strong personal reactions, so our launch campaign was created around a singular idea: The Power of Presence.
To generate awareness of this power among the people most likely to buy it — the educated, thoughtful, stylish readers of The New York Times — we created a rich media banner experience for the NYT homepage, to run on launch day.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our NYT Homepage Takeover was anything but a traditional banner ad or takeover. It was a unit so rich, so robust, so interactive, that it transcended the conventions of banners and functioned more like a microsite. Instead of driving readers to a site, it was so much more direct to bring that site experience to them where they were.
Explain why the creative execution was relevant to the product or service.
Without leaving the page, readers discovered The Power of Presence. Graphics were visually striking: background subtleties, ambient lighting and moving water all reflected the same attention to design and detail that go into the Range Rover Evoque itself. The whole unit was brought to life with counter graphics that dramatised real-time responses, along with photos and videos, a vehicle configurator and a social media component that kept viewers engaged and turned them into advocates.
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 response was immediate. During that one day, Land Rover USA’s webpage tripled its traffic. 89% of visitors were new visitors, a figure that ultimately proved in line with product sales — roughly 85% of Evoque buyers are new to the brand. In short order, the entire production run of the Range Rover Evoque was sold out.