Cannes Lions

LAND ROVER

HARRISON TROUGHTON WUNDERMAN, London / LAND ROVER / 2007

Film

Overview

Entries

Credits

Overview

Description

This unique global online campaign supports Land Rover’s new brand vision, Go Beyond. To make Land Rover mean more to more people, we celebrated its heritage by “owning” adventure. Gobeyond.com, is a social-networking community that accesses everyone’s sense of “going beyond”. Whether publishing your first blog at 72 years old, white-water rafting or doing stand-up comedy for the first time, visitors post stories, photographs and videos of their experiences. This innovative Web 2.0 global website, 24-hour multi-channel broadband TV and exclusive radio channel is promoted via an inspirational national 60 second cinema advertisement.

Execution

The website was “soft launched” and populated with “trigger” content designed to spark community responses – it needed content critical mass to have consumer credibility before driving audiences to the site. Similarly the 24-hour broadband TV channel was populated with “go beyond” programming that’s refreshed on a monthly basis. When the site and TV channel were ready, a UK-wide 50-second cinema campaign ran. This was the most effective way of reaching and inspiring a new audience – a new way of making Land Rover mean something to people who had never touched the brand before.

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