Range Rover Direct Campaign To Target Thrill-Seekers

Land Rover is putting direct and digital marketing at the heart of a campaign to promote the Range Rover Sport.

The work, created by Wunderman, focuses on the exhilaration of driving a sports vehicle and ties up with an ongoing TV campaign for the range, in which the brand compares the anticipation felt before a thrilling experience to that experienced before taking the wheel of the Range Rover Sport.

Using both direct and digital media, the campaign seeks to target male drivers with significant disposable income. The direct element involves the use of heat-sensitive paper to demonstrate the effect of the Range Rover Sport on the ‘red-blooded’ recipient.

The online element of the campaign involves targeted emails encouraging consumers to book test drives. Land Rover has also developed a dedicated microsite containing information about the marque, as well as offering opportunities to watch the Range Rover Sport in action.

Visitors to the site have access to driving footage shot in Slovenia and the vehicle’s overall performance statistics. The experience films demonstrate the Range Rover Sport’s all-terrain capabilities and show its luxury interior.

A series of digital ads, created by Wunderman and RKCR/Y&R, will also be rolled out as part of the integrated campaign.

Land Rover is also running a TV campaign, created by RKCR/Y&R, for its Disco-very 3 range, which is supported by a dedicated website.

This article was taken from: Brand Republic

This entry was posted on Wednesday, August 20th, 2008 at 8:34 am and is filed under Range Rover. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.