Title | THE TEST DRIVE BILLBOARD |
Brand | LAND ROVER PHILIPPINES |
Product / Service | LAND ROVER EVOQUE |
Category | A01. Creative Effectiveness |
Entrant | Y&R SINGAPORE, SINGAPORE |
Idea Creation | THE CAMPAIGN PALACE MANILA Taguig, THE PHILIPPINES |
Idea Creation 2 | Y&R SINGAPORE, SINGAPORE |
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 |
Hari Ramanathan | Y&R Asia | Chief Strategy Officer |
Angela Thakur | Campaign Palace Manila | Senior Strategic Planner |
Flow Estor | The Campaign Palace Manila | Account Director |
Kat Camus | The Campaign Palace Manila | Account Manager |
Ariel Bautista | The Campaign Palace Manila | Agency Producer |
Sandy Salurio | The Campaign Palace Manila | Executive Art Director |
Carlos Averion | The Campaign Palace Manila | Studio Manager |
Kittisak Poonnotok | Y&R Singapore | Art Director |
Joshua Hepburn | Y&R Singapore | Copywriter |
Matt Grim | Y&R Singapore | Copywriter |
This is the story of how Land Rover increase test drives of the new Evoque by bringing the test drive to the people. Car advertising traditionally drives traffic to the showroom for test drives, where car salesmen work their 'magic.' So Land Rover decided to follow the best practice and stick a big Evoque in its billboard around Metro Manila. With a big difference--it was a real Evoque, which people could test drive right off the billboard. Results: * 356% increase in the outcome that matters for advertising: test drives. * Dramatically increased ROI for lead generation (based on industry benchmarks). Enabled a PHP 618,000 Land Rover budget to generate the results of a PHP 8,500,000 investment. * Allowed potential buyers to experience the spirit of adventure only the Land Rover can offer.