MOBILE FAIR STAND by Wunderman Vienna for Land-Rover

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MOBILE FAIR STAND

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Released January 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: LAND ROVER
Product/Service: AUTOMOBILE
Agency: WUNDERMAN VIENNA
Date of First Appearance: Jan 13 2011
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Executive Creative Director: Tom Krutt (Wunderman)
Creative Director Online: Gerd Haselsteiner (Wunderman)
Web Design: Nick Wormus (Wunderman)
Media placement: Auto2011 Exhibition Vienna - Mobile, Ambient - 13 January 2011

Describe the brief/objective of the direct campaign.
Reed fairs Vienna is Austria‘s most important organizer of exhibitions and vehicle shows. In January 2011, Austria‘s biggest and most popular car show took place at the Vienna fair exhibition centre. Thousands of car aficionados gathered to experience automotive innovation first-hand. The agency‘s client, Land Rover Austria, wanted to be there. But the show was intended for the Volkswagen group brand only. From Audi to Skoda: this was exclusively a Volkswagen event! No exceptions! Land Rover was not allowed inside the exhibition buildings. Agency brief: Get us there and exhibit the new Range Rover models by whatever means necessary!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
First insight: There was no Wi-Fi at the exhibition centre.
Second insight: Most car fans are keen on technology and would come ar-med with their iPhones and other smart phones.
Third insight: Checking out cars is fine; driving a real Range Rover with up to 510 HP is a much more exciting proposition!
Our idea: Let‘s communicate with visitors via talking Wi-Fi - the only free Wi-Fi available on-site.
By delivering a clear message to their smart phones, we were able to invite visitors to a hands-on driving experience just outside the exhibition grounds.

Explain why the creative execution was relevant to the product or service.
Smartphone users couldn't ignore our message. Soon they were drawn to our „mobile fair stands“ – Range Rover and Range Rover Sport vehicles cruising around the exhibition centre. Accessing the Wi-Fi connection leads users to a web app that delivered the necessary information and an opportunity to register for the test drive.
Land Rovers are built to overcome obstacles and discover new territories. The exhibition visitors could experience this quality personally. With the legendary, individualistic brand DNA on board and the outstanding quality of the app we created an experiential campaign that outclassed the perfect but bland VW exhibition.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 750 test drives over two days, interrupted on several occasions by officials confiscating 3 Wi-Fi devices. For Land Rover, an unmitigated success: 42 hot leads for Range Rover luxury vehicles, 5 vehicles sold to participants up to April 2011 - sensational for a small market such as Austria's!