The Brief

This project was initially targeted at just the four kiwi guys. The vehicle collection, restoration, and surprise reunion were all tailored to them. This was especially true of the bespoke TVC which had a direct call to action, instructing the lads to head outside to receive the greatest Valentine’s gift ever - all of which was covered by a primetime news crew. And no gift is complete without a card, so we took out a full page in the NZ Herald just for them. Our ultimate objective was always to use the charming background story as a platform to create emotive, entertaining, engaging content, directed at men around Valentine’s Day - a day traditionally geared towards women. For this reason, the content also played in cinemas nationwide - much-needed respite for those misfortunate enough to attend the cinematic release of Fifty Shades of Grey which also took place that weekend.

Creative Execution

The campaign stayed true to Land Rover’s tradition of telling charming heritage stories, and our restoration approach was a fresh take on the global tagline ‘Above and Beyond’. Once we got the green light for the project, implementation occurred in the following order: covert purchase, vehicle restoration, road test, TVC / stills production, Valentine’s reunion, newspaper ad, cinema schedule. PR was an important accompaniment to the content piece, as it promoted the final year of Defender. The project took around 7 months from the original listing to the reunion. We were extremely meticulous with our planning in order to meet the Valentine’s deadline, but production was reasonably flexible in order to cater to various unknowns: restoration complications, access and availability of the owner’s house etc.

Describe the creative solution to the brief/objective.

The initial target was the four guys, for whom the vehicle and the Land Rover brand clearly have huge significance. Creating a bespoke TVC and print ad just for them gave the project a personal touch, while simultaneously demonstrating scale. We couldn’t have scripted a better reaction, an ideal outcome adding intrigue and theatre to the ensuing content piece, which was enjoyed by millions. It’s a story about a few that resonated with many – the idea of parting with a prized vehicle due to circumstance is widely identified with and created significant empathy. And ultimately a touch of jealousy.

Results

Originally intended as a New Zealand only campaign, the content was picked up by 15 markets and translated into 4 languages. It gained 4 million+ views across all channels over Valentine’s weekend. Over 4.7m views across Facebook, 75,000 interactions, and 7.1m post reach. Cost per click was well-below Land Rover standard expected KPI of $0.04. The campaign well exceeded client expectations and became the most watched Land Rover content piece ever. Defender sales were up 235%, four likeable kiwi lads were reunited with their first love, and curiously, thousands of grown men decided to chop onions while watching our film.