What would a brand do if it had only 17% of their competitor’s budget? Most would stick to a tried-and-tested industry formula, afraid to waste their budget on unsure returns. But being a brand that represents adventure and bravery, Land Rover decided to launch the new Evoque with an ode to their brand promise.

Land Rover learned that SUV ownership was about accepting and overcoming challenges on the road – saying yes to adventure, if you will. And so the brand decided to give the Evoque’s potential new owners just that… through a billboard.

While the brand stuck to the automotive category’s traditional medium of billboards, they disrupted the category’s traditional path to purchase by making their billboard an active point of engagement rather than a passive request for people to schedule test drives. Land Rover invited drivers to say yes to adventure by driving the new Evoque right off our billboard

The result: with an execution worth just Php 618,000 (13,435 USD), Land Rover increased test drives by 356% and increased their marketing efficiency by 618%.