Cannes Lions

CAR

RKCR Y&R, London / LAND ROVER / 2014

Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Description

With the benefit of strong order books in hand, Land Rover needed to take the opportunity to build for the future. Impressive growth in recent years had been driven by market-leading new vehicle launches, including the Range Rover Evoque and all-new Range Rover Sport. However, with so much focus on cold, hard product, brand equity wasn’t just lagging behind, it had started to slip. Land Rover needed to re-discover the charm and character, synonymous with the brand’s heritage and status as a British icon.

Solution = Hibernot, Land Rover’s first seasonal engagement platform. A truly through-the-line campaign to inspire, involve and celebrate making the most of the British winter.

Hibernot isn’t about Land Rover vehicles, it’s about Land Rover people. It’s a big, inclusive idea that articulates a shared philosophy. In addition to the reach and impact provided by traditional media, digital was the natural place for the campaign to live, enabling people to join in the conversation.

Execution

The campaign launched via social media and in only the first 2 weeks, nearly 5 million people had been reached by the Hibernot message.

Total user engagements to date have grown to 3,419, with a total cumulative ‘reach’of 65,526,810.

Outcome

Total user engagements to date have grown to 3,419, with a total cumulative ‘reach’of 65,526,810.

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