Cannes Lions

RANGE ROVER EVOQUE

WUNDERMAN, New York / LAND ROVER / 2012

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Overview

Description

The Range Rover Evoque Launch: The Power of Presence.The Range Rover Evoque is a car with presence.

We created the launch campaign around this singular idea: The Power of Presence.Presence is multi-dimensional—it is not something captured alone on TV or newsprint. So, we turned to the iAd. Working with Apple's developers on an unprecedented use of technology, we placed the power of presence in consumers’ hands, giving them a full, interactive Evoque experience. This meticulously crafted CGI tour showcased the Evoque’s design, technology, capability and sustainability—and gave a full 360 degree view of the vehicle’s luxury interior: by holding up their phone or tablet and turning it from side to side, and up and down, users could view the car as though they were looking around from the driver’s seat.

The iAd’s 360 degree interior view showed, in mesmerizing detail, the craftsmanship of the car’s design. And, more importantly, it put consumers right where we wanted them: in the driver’s seat. After all, the first step to buying a car is visualizing oneself in it. How better to do this than with a virtual tour? This is artful storytelling at its best—and most gripping. Users of the Evoque iAd spent 30% more time with the ad than the average iAd user, with triple the number of views per visit.

Outcome

The Range Rover Evoque has been one of the most talked about cars on the market, pulling in awards and sales. In fact, the entire production run was sold out in a matter of weeks, with more than 85% of buyers new to the brand. And, as an exclamation point, a flash sale on the popular website Gilt.com sold a vehicle in less than 11 seconds, with hundreds of hopeful buyers joining a waiting list.

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