| Title | CAR FRESHENER |
| Brand | LAND ROVER |
| Product / Service | DISCOVERY 4 |
| Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Entrant Company: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Design/Advertising Agency: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| 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 |
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 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.
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.
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.