#CelebrateDefender, the farewell campaign for the Land Rover Defender, celebrated the life of an icon.

To say goodbye to one of the most admired and iconic vehicles of our time we devised a campaign that ran across multiple touchpoints and involved the people who made this an iconic vehicle, the DEFENDER drivers themselves.

Phase 1 consisted of outdoor and Sunday Press with a simple call to action for individuals to share their Defender stories with us by uploading their stories and images to www.celebratedefender.com . We also called for stories with a 30 second commercial flighted on Supersport. In return we showcased the best of these stories on all Land Rover Outdoor and web assets with Phase 2 &3 bursts post the call to action showcasing this vehicle and its owners in all their glory in web and national OOH media.

Implementation:

The campaign was implemented in phases. Phase1 Call to action for stories form the public, Phase2, sharing those stories across all our media channels to share the Icon one last time.

Timeline:

The Campaign lived from April 1 2015 – December 2015.

Placement:

Microsite for story sharing – www.celebratedefender.com

OOH - Call for stories

Sunday times F/P – Call for Stories

OOH – Sharing of stories

Social Media Facebook / twitter

Television – “ Landy Named Andy”

Scale:

Nationally across SA

• Celebrate Defender received 54 million campaign views

• The campaign ran for a year across 84 billboards nationwide

• Land Rover South Africa saw a 580% increase in social media engagement

• Sunday Press media generated a reach of 1 845 000