Cannes Lions

LAND ROVER 3 PRE-LAUNCH

WUNDERMAN, Irvine / LAND ROVER / 2005

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Overview

Description

Analysis showed it takes two to four months to convert a lead to a sale, so communications began four months prior to LR3 availability. Historical results proved DR print and online media as cost-effective lead generators, so the new product was introduced through these media with creative that clearly indicated that LR3 was an entirely new vehicle from Land Rover. A detailed microsite allowed leads to learn more about the vehicle while the in-depth direct response package, part of a three phase fulfillment curriculum, offered more information and extended an invitation to visit a local retailer to place a pre-order for the vehicle.

Outcome

The pre-launch communications were very effective at generating leads for the launch. At the end of 2004 we had generated 95,000 leads for LR3 - 15% over our goal for the year. Early pre-orders of 3,100 exceeded our goal by 24%. Following a November launch, preliminary sales data looks promising, with 332 LR3 sales to handraisers through December 31, and a record sales volume month for the brand overall in December.

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