| Title | WINDOWS MEDIA PLAYER MUSIC VISUALIZER |
| Brand | LAND ROVER |
| Product / Service | FREELANDER 2 |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Entrant Company: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Advertising Agency: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| 2nd Advertising Agency: | Y&R EUROPE London, UNITED KINGDOM |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Singapore | Chief Creative Officer (Asia) |
| Nils Andersson | Y&R China | Chief Creative Officer |
| Badong Abesamis | Y&R Philippines, Inc. | Executive Creative Director |
| Edward Ong | Y&R Malaysia | Executive Creative Director |
| Graham Lang | Y&R UK | Global Integrated Creative Director |
| Jenny Nadong | Y&R Philippines, Inc. | Creative Director |
| Grace Benesa | Y&R Philippines, Inc. | Art Director |
| Mojo | Digital Producer | |
| Art Sta. Ana | Wunderman Phils. | Interactive Manager |
Released only recently, the Land Rover Windows Media Player Music Visualizer has been downloaded thousands ot times.
A strategy was put together to reach the consumer via something he accesses everyday: music. A music visualizer was created-- play any song, it produces peaks and valleys the Freelander can easily drive on, demonstrating the car's superior grip whatever the surface. The music visualizer as a medium on digital was reengineered to dramatize this.
It has increasingly been difficult to reach the consumer via traditional channels to tell him about the Freelander 2's Terrain Response Technology. Among a number of difficulties, brochure off-take has been low and sales appointments have been sparse.