Cannes Lions

LAND ROVER DEFENDER

WUNDERMAN GERMANY, Frankfurt / LAND ROVER / 2008

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Challenge:Development of a website for Land Rover Defender.Goal: generate test drive requests and brochure orders.

Background: the history of the Defender, contents of not less than 49 years. Besides its bold construction the car is loved due to the fact, that time goes by without affecting the car‘s look.

Idea: We show the Defender history in a time machine, always focused on the model of the era. As the landscape is changing (due to „Zeitgeist“ and fashion) the car looks (nearly) the same. No better way to show the benefit of this car, an icon, a monument, since 1948.Result:To be proud of your own antihistory pays back: Land Rover owners were informed by e-mail about this website, but many more than just the recipients went by to have a look.The visitors stayed a long time; most of them went through the complete history. 1,000 test drive requests were generated.

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