THE TEST DRIVE BILLBOARD

Short List
TitleTHE TEST DRIVE BILLBOARD
ClientLAND ROVER
Product/ServiceLAND ROVER
CategoryA07. Use of Print or Standard Outdoor in a Promotional Campaign
EntrantY&R SINGAPORE, SINGAPORE
Entrant Company Y&R SINGAPORE, SINGAPORE
Advertising Agency Y&R SINGAPORE, SINGAPORE
Advertising Agency 2 THE CAMPAIGN PALACE MANILA Taguig, THE PHILIPPINES

Brief Explanation

The billboard carried a headline activating a behavior from the target to experience the brand – to test drive the Range Rover Evoque.

The Brief

Car billboards which show a picture of a car on a billboard are dime a dozen in automotive advertising. Unfortunately, being a cliché, these do not move the consumer to go to the dealership to test drive the car (which is the best way to make them buy it, having experienced it). The idea’s objective: make the target test drive the car.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Test Drive Billboard increased the number of test drives 10 times over, compared to the number of test drives from the showroom.

Explain why the method of promotion was most relevant to the product or service

The idea made it easier and more fun for the target to test drive the Range Rover Evoque. He doesn’t have to go to the dealership; he can actually go to the billboard near him, and drive down the car for a thrilling spin.

Credits

Name Company Position
Badong Abesamis The Campaign Palace Manila Executive Creative Director
Herbert Hernandez The Campaign Palace Manila Executive Creative Director
Marcus Rebeschini Y&R Asia Executive Creative Director
Sandy Salurio The Campaign Palace Manila Executive Art Director
Kittisak Poonnotok Y&R Singapore Art Director
Matt Grim Y&R Singapore Copywriter
Joshua Hepburn Y&R Singapore Copywriter
Flow Lindo The Campaign Palace Manila Business Unit Director
Kat Camus The Campaign Palace Manila Account Manager
Ariel Bautisa The Campaign Palace Manila Account Manager
Carlos Averion The Campaign Palace Manila Studio Head/Digital Imagist
Carlos Averion The Campaign Palace Manila Studio Head/Digital Imagist