Why is this work relevant for Brand Experience & Activation?

Range Rover is the one and only SUV with toughness and comfortable and elegant luxury to drive on any rough road. Celebrating the 50th anniversary of its birth in 2020, the challenge of a new brand encouraged the depressed world in Covid-19 and set out to move forward. That fact has unleashed the hearts of many and increased the relevance of the brand.

Background

RANGE ROVER is the one and only luxury SUV. As Range Rover with its long-standing legacy celebrates its 50th anniversary, we decided to take on an unprecedented challenge to further foster a strong admiration and create an event that was newsworthy.

Describe the creative idea (20% of vote)

Reach a dangerous unexplored land on a rough road that no one has ever entered with a Range Rover. Against the backdrop of the magnificent sounds of nature, open a radio studio from the side of a fumarole that blows out from the crater of a hot spring area and broadcast live nationwide sounds that no one has ever heard before.  For people all over Japan who are refraining from going out due to the Covid-19 global pandemic, a special 3-hour radio broadcast delivered the luxurious sounds of nature and provided people with a relaxing time to unleash their hearts.

Describe the strategy (20% of vote)

The appeal of the Range Rover is its powerful driving ability to overcome any rough roads as well as its comfortable and luxurious space and design. Simultaneously with these two unique aspects measures were considered that would embody and captivate the target. 

Describe the execution (30% of vote)

The luxurious space of the Range Rover was enhanced into a comfortable radio broadcasting booth. The personality delivered a radio broadcast program from inside the car. Improvised trumpet performances inspired by the magnificent fumaroles were also performed. Along the way, various natural sounds were collected and mixed into original music.  2020 11/17 "Unexplored Radio" Teaser movie delivery 2020 11/21-23 Range Rover travels through harsh roads to unexplored land （Along the way, while recording the sounds of nature） 2020 11/23 18:00 Live Radio ("Unexplored Radio" by J-WAVE) broadcast at unexplored land 2020 12/05 Special TV program broadcast（TV TOKYO) 2020 12/07 "Unexplored Radio" campaign movie delivery

List the results (30% of vote)

3,000,000 Radio program Reach  Brand Engagement 140%up YoY Car dealer visitors 125%Up YoY Sales 150%up YoY