PIONEERING PRODUCT LAUNCH

RANGE ROVER

Range Rover launches the first vehicle ever to tackle the 99 turns and 999 steps of Tianmen Mountain, China. And it is a hybrid.

challenge

As the demand for SUVs globally had accelerated, the mainstream luxury players were claiming the same story of capability that Range Rover pioneered - and doing it with the backing of far greater sales volume and share of voice.

Following on from the ‘Pikes Peak,’ ‘Empty Quarter’ and ‘Inferno Downhill’ challenges, we launched the vehicle with the next iteration of the Driven Challenges series, this time with the new petrol-electric performance SUV.

idea

We conceived and produced the breakthrough campaign that resulted, Dragon Challenge, reasserting why Range Rover Sport remains untouchable as the pinnacle of this segment.

Results

• Over 14.5 million views of the documentary

• The TV ad blew past the 14% benchmark for luxury automotive advertising at 30% breakthrough.

• More unique web visitors to the Range Rover Sport pages and a 100% increase in test drive submissions

• More key audience shortlisting Land Rover, fewer rejecting the brand and consideration specifically for Range Rover Sport increasing significantly

• 2018 Campaign - UK - Automotive

• 2019 Effie - US - Silver - Automotive

my role

This was my first campaign as Global Account Director, taking on the role during the post-production of this campaign. I hit the ground running, liaising between clients and our agency team of producers, art directors, social media and digital experts and market stakeholders to successfully deliver a piece of creative that we were all extremely proud of, and that exceeded our KPI’s.