Cannes Lions

FREELANDER

WUNDERMAN INTERACTIVE, London / LAND ROVER / 2005

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Overview

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Credits

Overview

Description

You’re face-to-face with a snarling tiger. How would you react? We chose the unexpected route – wit. Marketing a premium product is usually a weighty, if beautifully rendered affair. In an audacious break from the norm we devised a witty, subversive twist on the ‘Worst-case scenario’ books.

The result: a series of darkly humorous, diagrammatic scenes delivering valuable information on facing nature’s fury.

Working closely with the ATL team ensured all creative is 100% seamless. The TV ad presents a worst-case scenario of a tiger loose in the city. The DiTV proves Freelander gives you the confidence to handle it.

Outcome

3,700 requests were received for a test-drive and/or brochure, generating potential sales leads worth in excess of £3.4 million (based on standard industry conversion rates from test drive application to purchase). All from a £15K budget.Results are even more impressive considering Freelander is not a new vehicle, or even a new model. And the DiTV aired only 100 times per week in a 4-week period.

Land Rover’s tracking of purchases against requests is carried out 3-6 months post-campaign. This campaign ran in Jan 05. However, if only 0.00028 percent of request-makers purchase a vehicle then ROI will be achieved.

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Mini Delegations

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Mini Delegations

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