The creative strategic solution was to “take over” the property magazine, instead of just placing an ad. We created a false cover mimicking the real one underneath, but displaying the kind of exotic locations a Land Rover would take you. A unique way of using magazine, a new publication for Land Rover to be present in and the kind of creative that sells the dream of “Go Beyond”.

As a significant part of an overall campaign, Defender 4 sales from launch to date amount to 370 vehicles a month (150% over target), with a market share increase of 3.3%. We attracted new customers from outside traditional “cars & motoring” media. Property SA was thrilled to have a brand like Land Rover advertise in their issue and as a result the client has been offered up to 40% discounts on future covers. Investors took a new look at Land Rover for personal vehicles. Over R1,500,000 was generated on behalf of the client as a result of the unique idea.