CAR SCENT by Y&R Philippines for Land-Rover

CAR SCENT

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Industry Cars, SUV & Four Wheel Drive
Media Design & Branding
Market China
Agency Y&R Philippines
Executive Creative Director Badong Abesamis
Art Director Jon Salutal, Jacky Zhu
Copywriter Angela Mendoza, Rachel Yang
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: LAND ROVER
Product/Service: DISCOVERY 4
Agency: Y&R PHILIPPINES
Agency: WUNDERMAN
Chief Creative Officer - Asia: Marcus Rebeschini (Y&R Singapore)
Executive Creative Director: Badong Abesamis (Y&R Philippines)
Copywriter: Angela Mendoza (Y&R Philippines)
Art Director: Jon Salutal (Y&R Philippines)
Visualiser: Paulo Mayo (Y&R Philippines)
General Manager: Bryce Whitwam (Wunderman China)
Senior Creative Director: Terrence Yuen (Wunderman China)
Copywriter: Rachel Yang (Wunderman China)
Art Director: Jacky Zhu (Wunderman China)
Media placement: Car Freshener - Give-Away/Mailed In - 30 April 2012

Describe the brief from the client
The objective of the exercise was to push potential customers to test drive the new Discovery 4 - an experience that's proven to tip the scales and convince drivers to buy the vehicle.

Describe the challenges and key objectives
Sales of the Discovery 4 took a dive because of the launch of new models of key competitors, like the BMW X5 and Audi Q7.

Describe how you arrived at the final design
With its Terrain Response technology, Discovery 4 can take on whatever surface with confidence. And so, this material was developed to urge contacts to go to the showrooms to test drive the car, using the design of the typical car freshener.

The only twist is, the scent is no ordinary one. It's the fragrance of the Himalayan Tibet Sea Buckthorn Berry - something that can only be found in the rugged, highest mountains of the world: a place the Discovery 4 can reach, with its superior all-terrain performance.

Give some indication of how successful the outcome was in the market
At the time of accomplishing this form, the campaign was still live, so full results are not yet available. However, dealerships have already reported receiving more calls from the target, requesting for appointments to test drive the Discovery 4.