The objective of this campaign was to motivate new drivers to test drive the Defender. Statistics prove that if a consumer test drives a Defender, the conversion rate to purchase is extremely high.

Only a Defender could lay claim to this. It can endure the heat of the Sahara, the cold of the polar ice caps and survive the altitude of the Himalayas. It is the only 4x4 that has literally conquered the world.

As of yet it is difficult to judge results - the press ads, direct mail piece and outdoor only ran a a few months ago. The response has been amazing; test drives have increased significantly. And another print run is imminent. Although it was only produced for the UK, dealers as far away as Chicago have been demanding copies.