| Title | DEFENDERJOURNEYS.COM |
| Brand | LAND ROVER |
| Product / Service | LAND ROVER DEFENDER |
| Category | C05. Co-Creation & User Generated Content |
| Entrant | Y&R SINGAPORE, SINGAPORE |
| Idea Creation | Y&R SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Boon Kheng Tan | Y&R Singapore | Senior Art Director |
| De Neng Lim | Y&R Singapore | Copywriter |
| Kea SuiHong | Y&R Singapore | Business Director |
| Viraj Chouhan | Y&R Singapore | Senior Copywriter |
| Gerald Jian | Y&R Singapore | Junior Copywriter |
| Neel Dasgupta | Akela Films | Film Director |
| Umran Sheikh | Akela Films | Film Director |
| Amanda Lim | Y&R Singapore | Account Manager |
| Jabez Koh | Y&R Singapore | Intern |
| Emir Shafri | Y&R Singapore | Digital Lead/Senior Copywriter |
| Lucas Xavier | Media Pop | Project Manager |
| Kit Sunde | Media Pop | Chief Technology Officer |
| Cassie Ng | Y&R Singapore | Digital Art Director |
| Mindy Tulsi | Y&R Pte Ltd | Agency Producer |
| Melvin Kuek | Y&R Singapore | Managing Director |
| Marcus Rebeschini | Y&R Asia | Executive Creative Director |
| Alvaro Bruch | Y&R Singapore | Digital Lead |
| Chew Fung Wee | Y&R Singapore | Account Director |
| Cheryl Seah | Y&R Singapore | Junior Art Director |
| Komal Bedi Sohal | Y&R Singapore | Chief Creative Officer, Singapore |
The Defender vehicle has always been known for its exploration and heroism in completing countless journeys and rescue missions. To commemorate the 67 years Defender has carried us to complete our adventures, we want to invite public to share with us their unfinished journeys and with the Defender we will help finish it - to places where only a Defender can.
We created a platform that enabled the most passionate but unfinished journeys from around the world to be completed by the Defender community. The campaign launched with an online video that was shared through social media and the internet, inviting people to share their unfinished journey. Everyone could publicly share their personal dreams; journeys they've been wanting to finish. These journeys were then matched with Defender owners that volunteered to help. From fulfilling a Graffiti artist's dream to bring education to the slums of Jakarta to chasing the darkest corner for the milky way; the Defender continues to live its legacy of going Above and Beyond. All these journeys are documented and shared on the website, allowing participants or even public to share them. Even as the car has reached its end of line production, the spirit continues to live on.
104.5 million digital impressions 2200% increase in website visits 100% increase for Defender online searches 2x increase in the duration for each visit +4 million views for web series
The Defender Journeys campaign shifted how an end of line production campaign would be. It amplified the brand spirit beyond the Defender community to the wider public through shared, memorable experiences with the vehicle itself, driving halo brand effect and even more conversation of the Defender.
In a competitive market where new car models launch every month, the novelty and marketing spend of these new vehicles posed a danger in Defender’s memory being replaced by the latest shiny new thing from another automobile company. We needed to ensure that the spirit and nature in exploration and heroism that’s so strongly exhibited by the iconic Defender continues to live on in the Land Rover brand. What better way to have the general public, Defender owners/enthusiasts to come together through shared dreams and moments all fulfilled in a Defender.