transcreation & Change management

Range rover

The Challenge

In 2012, the Range Rover Evoque was the first luxury compact SUV to market. Its iconic design language shook up the SUV segment. Over 50% of buyers were new to the brand, making it the most profitable nameplate for Range Rover worldwide. In 2019 when the New Range Rover Evoque was set to launch, the stakes were high.

Our challenge was to create a global product launch campaign optimised for a full funnel channel mix that maintained momentum over 9-months — and serve the needs of all our markets.

I had recently arrived in London as Global Account Director, from a market role in Shanghai as Strategy Manager at the same agency (Spark44). I had experienced first hand the pains of unusable Global assets and was on a mission to increase transparency and true transcreation.

The Insight

a) In a crowded SUV segment, the Range Rover Evoque had one clear product truth - it was first. With pre-established credibility, the campaign messaging simply needed to convey how the New Range Rover Evoque raised the standards in the sector it created.

b) The target audience was young, affluent, and digitally savvy, with an attention span averaging 6-seconds. With tight production budgets, we needed a holistic strategy to ensure each asset cut through and drove the highest ROI for our clients.

c) We needed to urgently create a new internal global to local market communication process to ensure the creative we delivered would serve our markets, and their customers.

The Idea

We broke the roll out cadence into four separate campaigns, each with their own exciting look & feel and set of snackable content pieces. Each asset focused on one of three product points (design, technology or capability) so that together when deployed programmatically, they would aggregate awareness worldwide over the 9-month cadence.

The Results

Drove sales up 50.9% (2018-2019) for the New Range Rover Evoque worldwide.

MY ROLE

I was the agency lead across all four campaigns. Jaguar Land Rover went through an internal restructure 3-months prior the product launch, creating unforeseen challenges. My day-to-day role was very focused on change management. I liaised between clients, producers, directors and creatives to push the campaign forward to deliver all components on time. When budget cuts were made, I found innovative solutions, like suggesting we absorb a separate shoot for vehicle accessories into our existing plan. I was also responsible for collaborating with markets to ensure that the centrally created marketing assets would be embraced and correctly deployed on a local level. I put transparent communication cadences in place to proactively understand their needs, which we also took into consideration ahead of the shoot. Finally, I worked with the programmatic team to optimise how we created, localised and translated the 100+ digital display ad variations this campaign required.