The campaign found a fun way to address a young and urban audience that was different from the traditional Land Rover clients. The mysterious messages spoke about the car and its features with a humorous touch. In digital, a series of actions was developed to activate the campaign. Videos with the Morse code messages were published on a daily basis, challenging consumers to translate them. In a second phase, the messages started to promote a special offer for those who would purchase the vehicle in that period: a free off road driving course.

The campaign's second phase was initially scheduled to last a few weeks. It only lasted two days, since the dealerships ran out of Freelanders to sell. More than 1,000 units were sold. The cost per sale went down 68% when compared to the average cost per sale during the year.

The most important communications results were:

Approx. 20 million impressions in social media.

Approx. 400,000 views for the campaigns videos.

Approx. 3,000 participants in the Morse code translation contest.

Approx. 2 million dollars in press coverage.