Cannes Lions

DISCOVERY 4

Y&R PHILIPPINES, Manila / LAND ROVER / 2012

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Overview

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Credits

Overview

Description

The objective of the exercise was to push potential customers to test drive the new Discovery 4 - an experience that's proven to tip the scales and convince drivers to buy the vehicle.

Execution

With its Terrain Response technology, Discovery 4 can take on whatever surface with confidence. And so, this material was developed to urge contacts to go to the showrooms to test drive the car, using the design of the typical car freshener. The only twist is, the scent is no ordinary one. It's the fragrance of the Himalayan Tibet Sea Buckthorn Berry - something that can only be found in the rugged, highest mountains of the world: a place the Discovery 4 can reach, with its superior all-terrain performance.

Outcome

At the time of accomplishing this form, the campaign was still live, so full results are not yet available. However, dealerships have already reported receiving more calls from the target, requesting for appointments to test drive the Discovery 4.

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