Category: Cars & Automotive Services
Advertiser: LAND ROVER
Product/Service: RANGE ROVER EVOQUE
Agency: WUNDERMAN
Media Agency: MINDSHARE, Shanghai, CHINA
Managing Director: Gordon Domlija (Mindshare)
Director/Digital: Dennis Gu (Mindshare)
Director Strategic Planning: Brenda Cheng (Mindshare)
Manager Strategic Planning: Lily Pan (Mindshare)
Associate Digital: Sophie Jiang (Mindshare)
Associate Digital: Suki Mao (Mindshare)
General Manager: Bryce Whitwam (Wunderman)
Planning Senior Strategy Director: Howard Thompson (Wunderman)
Business Director: Pornthip Suchanthabut (Wunderman)
Media placement: Digital - Sina - Http://all.vic.sina.com.cn/rangeroverevoque - 29 June 2011
Media placement: Digital - Douban - Http://site.douban.com/landrover - 29 June 2011
Media placement: Digital - Tudou - Http://marketing.tudou.com/land_rover/jgzc/ - 29 June 2011
Media placement: Digital - Youku - Video Playing Page/Homepage/Auto/DV/ZY - 29 June 2011
Media placement: Digital - Poco - Homepage/Photo/Travel/Auto/BBS - 29 June 2011
Media placement: Digital - Xcar - Homepage/News/Newcar/Club/SUV/BBS - 29 June 2011
Media placement: Digital - Cheshi - Homepage/News/Guide - 29 June 2011
Media placement: Digital - Mtime - Homepage/Article Page - 29 June 2011
Media placement: Digital - Adchina - Male/Female Network - 29 June 2011
Media placement: Digital Ifocus - Article Pages(Covering Several Sites) - 29 June 2011
Insights, Strategy & the Idea
Range Rover has the oldest customer base among SUV buyers in China. We needed to change that and pre-sell 5,000 units of the new Evoque, which is aimed at younger drivers. But it was nine months before a single car was available to test drive or even see and touch. So we turned this scarcity into an opportunity and shaped our entire strategy around the young. We made Evoque the star in a story that was part-adventure, part spy thriller and totally digital. Being digital meant the audience could take control of the story. And we used multiple channels to reach our targets who are typically plugged into many networks at a time. By building excitement and a story around the ‘mystery’ car with engaging content, we redefined the appeal of the Range Rover brand for the young.
Creative Execution
We created an audience-controlled story. These 8 unmissable episodes of an adventure spy thriller were released weekly. Part comic graphics and part live action, ‘The Evoque Effect’ put our ‘mystery’ car in the starring role. It was highly interactive. Users created posters of the Evoque and wrote their own slogans, answered plot-related questions at the end of each episode to win prizes, guessed what happens next to restart the rest of each episode, and wrote their own comics using our templates. They could even drive the Evoque during an episode and watch the story unravel from behind the wheel. Android and iPhone apps made content mobile, and all content could be shared. Users were encouraged to blog their views on the new, mystery car, spreading the word and driving engagement.
Results and Effectiveness
We tapped into existing digital behaviour and created both engagement and sharing opportunities to connect with the young.
15 million people watched ‘The Evoque Effect’
1.3 million people visited our campaign site
5 minutes average dwell time
81,000 Weibo fans
60,000 iPhone/Android apps downloaded
55,400 people joined the ‘Keep Me Informed’ CRM programme
Click Through Rate 0.7% - SIX TIMES HIGHER than auto industry norms.
6,000 cars pre-sold (20% ABOVE TARGET)