Title | WINDOWS MEDIA PLAYER MUSIC VISUALIZER |
Brand | LAND ROVER |
Product / Service | FREELANDER 2 |
Category | B02. Consumer Products |
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 of 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 digital medium 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.