Land Rover DM, Case study The Land Rover Escape Key by Y&R Dubai

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The Land Rover Escape Key

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Industry SUV & Four Wheel Drive
Media Direct marketing, Case study
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Kalpesh Patankar, Joseph Francis Bihag
Copywriter William Mathovani
Producer Leng Panganiban
Photographer Jacqui Nightscales Photography
Released June 2012

Awards

One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Merit

Credits & Description

Advertiser: LAND ROVER MIDDLE EAST
Agency: Y&R DUBAI
Category: Cars & Automotive Services
Advertising campaign: LAND ROVER ESCAPE KEY
Head Of Production: Amin Soltani (Y&R)
Account Executive: Dara Al Faqih (Y&R)
Account Manager: Farid Hobeiche (Y&R)
Photographer: Jacqui Nightscales (Jacqui Nightscales Photography)
Art Director: Joseph Bihag (Y&R)
Creative Director: Joseph Bihag (Y&R)
Producer: Leng Panganiban (Y&R)
3D Designer/Illustrator: Vineet Naik Parrikar (Y&R)
Copywriter: William Mathovani (Y&R)
Account Manager: Pierre Farra (Y&R)
Production Company: (Dejavu Dubai)
Retoucher: Gitten Tom (Y&R)
Marketing Manager: Jean Atik (Jaguar Land Rover)
Creative Director: Kalpesh Patankar (Y&R)
Post Production Supervisor: Subash Mishra (Y&R)
Production Company: (Pixel Plus Media)
Production Manager: Binnu Cherian (Y&R)
Chief Creative Officer/Creative Director: Shahir Zag (Y&R)

Execution
Now when they're at work and routine drives them up the wall, the key will serve as a gentle reminder to escape the everyday. And consider test driving the Land Rover LR4.

Outcome
We have sent out three batches of 800 pieces. The number of queries almost tripled. Test drives up by 208%. But most importantly, it made Land Rover LR4 the top-of-mind 4x4 vehicle of our prospective customers.

Client Brief Or Objective
To promote and instill the classic adventurous spirit of Land Rover in the next generation of prospective owners. And encourage them to discover life beyond their office cubicles.

Implementation
Every prospective Land Rover adventurer has a day job and spends hours working on their PC every day. We decided to surprise them with the Land Rover LR4 Escape Key. A small object that lets them personalise their keyboard in a special way.