Cannes Lions

SCROLL

Y&R BEIJING, Beijing / JAGUAR / 2013

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Overview

Entries

Credits

Overview

Description

Land Rover is still not most popular foreign brand in China. The consumers who are able to purchase Land Rover are mostly successful people. They are conservative and stay with traditional concepts, difficult to accept the new theories. Plus they are very with work, do not have time to pay attention to traditional advertisements.

Execution

Existing, valued Land Rover drivers were sent a very special scroll. Every scroll was hand made, personally inscribed with the receivers name, and each one uniquely chopped and then boxed, with a satin lining and bone tie. Bringing that special Land Rover ‘spirit of adventure’ to life in unique and relevant Chinese way.

Outcome

As a result, more than 500 Discovery 4 owners in China are now embracing that special Land Rover ‘spirit of adventure’ at the same time reinforcing the brand’s on-road and off-road prowess in consumers’ minds.

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