Integrated.

Tasked with attracting an entirely new audience from beyond the 4x4 consumer base, we wanted to build a connection with them through our shared belief in the spirit of defiance. We summed it up in three words: ‘Can and Will’.

We created an online documentary series with Oscar winning director Kevin Macdonald. Released fortnightly, each episode featured the story of someone who in their own way embodies the ‘Can and Will’ spirit. The campaign was given further depth through our series of inspiring 5x15 minute TED-style talks, featuring the likes of Sir Ranulph Fiennes and Karen Brady.

The online series was promoted through TV but our branded content approach enabled us to get under the skin of the subject in a way we could never have achieved through ATL media alone. It also enabled us to reach a tech-savvy audience who mostly engage with media online.

We reached 91% of ABC1 adults with a little help from our TV ad. The campaign generated over 1 million engagements across owned and earned channels. But most importantly, over 80% of visitors to the campaign site were new to the brand. Helping to drive a 10% YOY sales increase over the period.

In its entirety the campaign reached 91% of of adults in the UK. The campaign also managed to create more than one million engagements owned and earned channels. But most importantly – In line with the objectives of the campaign 80% of visitors to the campaign site were new to the brand. Helping to drive a 10% YOY sales increase over the campaign period.

To promote our online documentary series, Can and Will kicked off with a TV campaign which aired during the 2014 FIFA World Cup.

TV directed viewers to a season of inspiring online documentaries created by Oscar-winning director Kevin McDonald. New episodes were released fortnightly during the campaign period, each providing a fresh perspective on ‘Can and Will’, as well as the incentive to return to the content hub.

Can And Will provided the call-to-action across the brand’s sponsorship activity, and even inspired Land Rover to get behind local initiatives, like the campaign to save Bude Sea Pool.

Finally, Can and Will came into its own at the Invictus Games, the first ever international games for wounded servicemen and sparked the public’s imagination at our 5 by 15 TED-style talks, alongside the likes of Sir Ranulph Fiennes and Karen Brady.

Land Rover is the number one 4x4 brand in the UK. A great place to be, however as a business with big growth targets its new model required a new target audience of people who are currently non-SUV drivers.

This audience were people who have been successful in their careers, but between this success and family life… they often find themselves busy balancing the constraints of day to day responsibilities. However, beneath this juggling act of a conventional life is a ‘hidden self’…an adventurous spirit.

This brief was about reframing Land Rover as a lifestyle brand that believes in inspiring people to get the most from life through the ‘can do’ philosophy we share in common. Against this backdrop of conformity, the brief offered a rare chance to celebrate the defiant. Land Rover was built on this belief and we summed it up in three words: ‘Can and Will’.