Cannes Lions
Y&R SOUTH AFRICA, Cape Town / LAND ROVER / 2016
Overview
Entries
Credits
Description
The campaign, which consisted of three executions, titled ‘Coming through the gate’, ‘Obstruction’, and ‘Holding on’ sought to apply the laws of rugby to scenarios from everyday life.
In each of the ads, an overly serious and whistle-yielding referee bursts onto the scene and announces a penalty for various errors. A husband trying to sneak into his house behind his furious wife’s back, a wife obstructing her husband’s view of an undressing female neighbour, and an electric drill-snatching friend are all reprimanded by the referee – complete with audio commentary to mimic an actual rugby game.
Execution
We needed to ensure we had some content available for our online community and social media fan base, Land Rover South Africa is the leader in our market in terms of followers. The idea was simple “Land Rover Dedicated to the spirit of Rugby” How do we create simple and entertaining online contents for our fans taking into consideration the large female audience on this platform whilst enhancing awareness of our partnership with sponsoring this world event. How do we translate the rules of rugby into everyday life scenarios that both men and women can relate to and at the same time add a bit of humour to our effort in order to entertain?
Outcome
TOTAL CAMPAIGN:
Engagement Rate : 19.46
Number of views: 610 447
Impressions: 784 237
Reach: 2 376 727
Most successful AV in Land Rover online history Globaly
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