‘#Hibernot is an engagement platform designed to encourage the nation to stop hibernating, get outdoors with their families and celebrate everything that is wonderful about winter.

As part of the campaign we initiated two exciting live promotional events which brought the best of winter to life. Both events acted as an innovative way for audiences who hadn’t necessarily been actively seeking it out, to engage with both the brand and discover more about the capabilities of Land Rover’s newest offering, the Discovery Sport.

Snow day: Under the cover of darkness we brought 200 tonnes of real snow to a London park, delighting the locals with a day of winter fun, and a surprise appearance from Pixie Lott guaranteed audience engagement and interaction.

Winter BBQ: Two weeks later we hosted a huge winter BBQ in the Yorkshire Dales, with TV chef James Martin. Proving that BBQ’s aren’t just for summer.

‘Land Rover believes in getting outdoors in winter and embracing everything it has to offer. Our objective with #Hibernot was to appeal to a family audience (who weren’t necessarily Land Rover considerers) and demonstrate the ethos of the brand as well as the capabilities of the new Discovery Sport in a fun and accessible way. Our approach was simple: To champion Land Rover’s unique attitude to winter, while positioning the new vehicle as an enabler, encouraging this new behaviour.’

The #Hibernot campaign was extremely well received and ultimately worked hard to change the perceptions of an audience who hadn’t necessarily been actively seeking out the brand.

Launching on paid and owned media channels the campaign gained huge social traction, with over 17 million views.

Almost 500,000 people visited the immersive hub looking for tips and inspiration for their own winter activities, and to upload their own #Hibernot trails for others to enjoy.

Web enquiries to Landover’s .com site increased by 23%.

And the campaign certainly seemed to strike a chord with people:

‘It was aimed at people like me’

‘It gave a great impression of the Land Rover brand’

‘It showed us that a Land Rover is equally useful as a vehicle to have fun with your family.’

“It shows that Land Rover can appeal to a brand new clientele.”

‘Land Rover and its customers believe in embracing life’s challenges, seizing opportunities and overcoming obstacles.

The #Hibernot campaign which encouraged families to get outdoors, brave the elements and embrace winter is the perfect embodiment of those values.

Launching alongside the clock change, the campaign kicked off with a radio spot then, leveraging our Ambassador and Retailer network, we issued a rallying call via social channels.

This fed into our immersive hub, where people could find suggestions for winter activities and upload their own #Hibernot trails.

In January, we created a series of one-off #Hibernot events.

In February we used the content from these events to populate our online advertising campaign and brought the message to a wider audience.

Only Land Rover could capture the spirit of the British in winter, and in doing so, create an idea that can be built on year after year.’