WORLD MAP

Short List
TitleWORLD MAP
BrandLAND ROVER OWNERS CULB
Product / ServiceLAND ROVER
CategoryA01. Mailings
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company:LOWE CHINA Shanghai, CHINA
DM/Advertising Agency:LOWE CHINA Shanghai, CHINA

Credits

Credits

Name Company Position
Ng Tian It Lowe China Executive Creative Director
Craig Rosenthal Lowe China Creative Director
Gayle Lim Lowe China Copywriter
Liong Khoon Kiat Lowe China Art Director
Jacqueline Wong Lowe China Production Manager

The Brief

The Land Rovers Owners Club had a joint collaboration with Pangaea Expeditions to gather Land Rover members to go on a 4x4 expedition around the world, with a secondary focus on increasing membership to the club through this collaboration. As such, they wanted a direct mailer that celebrated the spirit of adventure with a simple message: see the world on a Land Rover.

Creative Execution

With the Land Rover Owners Club's fast-growing international membership expansion, we needed a creative solution that bridged cultural and linguistic differences. A map of the world poster that acted as a symbolic stamp sheet was a simple and easily understood device that encapsulated the essence of Land Rover: to go beyond.

Describe the creative solution to the brief/objective.

A giant stamp sheet poster with a visual of the map of the world imprinted upon was the simple, universally understood solution. Different countries within the map had their own unique country stamp insignias and markings, with perforations that allowed members to physically tear out individual stamps – as a symbolic representation to communicate the concept of ‘seeing and exploring’ the world in a Land Rover.

Results

150% increase in website hits with 30% more responses generated for the Land Rover Pangaea Expedition. In addition, membership to the Land Rovers Owners club saw a 35% increase. The posters generated much buzz within the community itself, gaining popularity as a fun and memorable souvenir that celebrated the spirit of exploring.