| Title | ROAD TO THE PRO |
| Brand | LAND ROVER |
| Product / Service | DEFENDER 90 |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | MINDSHARE Sydney, AUSTRALIA |
| Entrant Company: | MINDSHARE Sydney, AUSTRALIA |
| Media Agency: | MINDSHARE Sydney, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Angus McLean | Mindshare | Executive |
| Matt McCann | Mindshare | Director |
| Kevin Goult | Land Rover | General Manager |
| Scott Polchleb | Red Lever | Creative Manager |
On all measures the campaign was an outstanding success We had 220,352 completed video views with sound, far in excess of what our budget might have achieved on TV. We had 81,146 views of content on mobile, with 45,252 clicks within the pre-roll units of which over 25,000 were for more videos. This campaign would not be a success however if all we had done was create compelling content. Currently if you want to buy a Defender 90 in Australia you can’t, they are all sold out. A fantastic endorsement of a bold and original campaign.
We knew we couldn’t just put our content out and hope they found it. Instead we had to stalk them, delivering our content in ways that complemented rather than distracted from their media journey. We knew our old TV model wouldn’t work, it is wasteful and unactionable. Instead we focused 70% of our budget in the digital space in order to directly distribute our content to our younger consumer. We made sure our content slotted into their lives placing rich ad units around their favourite sites. Also, in a first for Australia, we created interactive mobile ad units. We delivered this content in Apps in the form of either pre-roll video or click to play video. These interactive video ad units combined the sight, sound and motion of video with the interactivity and anytime, anyplace functionality of mobile.
Our objective was simple, launch the Land Rover Defender 90 in Australia, and selling the 82 cars Australia had been allocated. The problem in Australia was twofold, the Defender 90 has no resonance in Australia, and our consumers are dying of old age. Therefore our launch task was to develop and then deliver a whole new narrative for the Defender to inspire 30 year olds rather than 60 something. There is nothing more Australian than packing your surfboard in your car. We gave 6 of the best up and coming surfers 4 Defender 90s to drive up the East coast, stopping where they surfed with their final destination being the Quiksilver Pro. We called this “the Road to the Pro”. Over every step of the journey we filmed the cars, the locations and their adventures. This became the compelling content that would revitalise the brand for our consumers.