CAR FRESHENER

TitleCAR FRESHENER
BrandLAND ROVER
Product / ServiceDISCOVERY 4
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Entrant Company:Y&R PHILIPPINES Manila, THE PHILIPPINES
Design/Advertising Agency:Y&R PHILIPPINES Manila, THE PHILIPPINES

Credits

Name Company Position
Marcus Rebeschini Y&R Singapore Chief Creative Officer-Asia
Badong Abesamis Y&R Philippines Executive Creative Director
Angela Mendoza Y&R Philippines Copywriter
Jon Salutal Y&R Philippines Art Director
Paulo Mayo Y&R Philippines Visualizer
Bryce Whitwam Wunderman China General Manager
Terence Yuen Wunderman China Creative Director
Rachel Yang Wunderman China Copywriter
Jacky Zhu Wunderman China Art Director

Brief Explanation

Sales of the Discovery 4 took a dive because of the launch of new models of key competitors, like the BMW X5 and Audi Q7.

The Brief

The objective of the exercise was to push potential customers to test drive the new Discovery 4 -- an experience that's proven to tip the scales and convince drivers to buy the vehicle.

How the final design was conceived

With its Terrain Response technology, Discovery 4 can take on whatever surface with confidence. And so, this material was developed to urge contacts to go to the showrooms to test drive the car, using the design of the typical car freshener. The only twist is, the scent is no ordinary one. It's the fragrance of the Himalayan Tibet Sea Buckthorn Berry -- something that can only be found in the rugged, highest mountains of the world: a place the Discovery 4 can reach, with its superior all-terrain performance.

Indication of how successful the outcome was in the market

At the time when this form was being accomplished, the campaign was still live, so full results are not yet available. However, dealerships have already reported receiving more calls from the target, requesting for appointments to test drive the Discovery 4.