THE TEST DRIVE BILLBOARD

TitleTHE TEST DRIVE BILLBOARD
BrandLAND ROVER PHILIPPINES
Product / ServiceLAND ROVER EVOQUE
CategoryA01. Creative Effectiveness
EntrantY&R SINGAPORE, SINGAPORE
Idea Creation THE CAMPAIGN PALACE MANILA Taguig, THE PHILIPPINES
Idea Creation 2 Y&R SINGAPORE, SINGAPORE

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
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

Brief Explanation

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.