RANGE ROVER 30th

We helped Land Rover mark the 30th anniversary of Range Rover in the U.S. by reimagining
the very first U.S. Range Rover print ad as part of an intriguing social activation.

CHALLENGE

At a time when Range Rover was facing increasing competition from other luxury brands,
our challenge was to celebrate the 30-year history of Range Rover in the U.S., while subtly promoting its future.

solution

Rather than simply recreating a still image of a 30-year old print and calling it a day, we decided to bring it to life
in an unexpected way and make it part of a bigger initiative. An initiative that encompassed Instagram, Facebook,
the web and a small, but extremely passionate army of Range Rover fans.

VIDEO

We transformed the very first Range Rover print ad into social content that unexpectedly sprang to life
as people scrolled through their Instagram and Facebook feeds. By doing so, we not only grabbed people’s attention,
but we elegantly passed the torch from the Range Rover classic to the very latest model.

WEB

To complement our social activation, we created a simple web experience
that highlighted a key moments in the U.S. history of Range Rover.

COMMUNITY ENGAGEMENT

We encouraged the U.S. Land Rover community to join the celebration
and spread the word by sharing their own Range Rover content on Instagram, Facebook and Twitter.

RESULTS

We also generated considerable buzz within the Land Rover community by encouraging them
to join the celebration and share their favorite Range Rover on moments on Instagram.
The social content alone garnered:

________

2,100,000 paid views

6,000,000 impressions

over 83,000 organic views

over 424,000 impressions

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