We teased the Evoque’s presence on the walls and digital panels in the underground lobby, where we revealed the eye-like headlights emerging from the darkness.

On the escalators we dramatised the vehicle’s capability. On the two walls we placed lifesize images of the Evoque in profile – at the same angle as the escalators themselves. The wheels of the cars were embedded in four of the digital escalator panels. Then we synced the panels together and created a long, continuously rolling film of various road surfaces – snow, mud, tarmac and water. The effect was as if the Evoques were travelling up and down the escalator with the commuters!Finally, we showcased the Evoque’s stunning design on the new e-motion screens above the main railway concourse. We synched all nine screens and created a two-minute visual spectacular that made the most of the beautiful looks and sheer drama of the car.

This was mainly an awareness exercise, to support the launch of the Range Rover Evoque.

We found that people swiftly started commenting on the takeover – and 25 influential Tweeters mentioned it to their followers, reaching 26,196 people. In addition, visits to the Land Rover UK site went up on average by 800 extra visits a day during the two-week period.