WWW.XXXXXXXXX.AT by Wunderman Vienna for Land-Rover

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WWW.XXXXXXXXX.AT

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Creative Director Gerd Haselsteiner
Client Service Director Natalia Bublik
Released September 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: LAND ROVER
Product/Service: AUTOMOBILE
Agency: WUNDERMAN VIENNA
Date of First Appearance: Nov 10 2010
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Entry URL: http://www.xxxxxxxxx.at
Executive Creative Director: Tom Krutt (Wunderman)
Creative Director: Gerd Haselsteiner (Wunderman)
Client Service Director: Natalia Bublik (Wunderman)
Chairman: Alois Schober (Wunderman)
Media placement: Print Campaign, 3 Ads - Besteller Magazine - 10 November 2010

Describe the brief/objective of the direct campaign.
The Land Rover DEFENDER is the icon of off-road driving. Its shape is legendary. Its abilities are mythical. We were briefed to develop a print ad for this quintessential vehicle.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It‘s a bit like the Pavlov thing: As Pavlov‘s dogs react to food, many people are conditioned to associate untouched nature, African savannah and adventurous natural habitats with a single car: the one and only Land Rover DEFENDER. We showed neither car, nor logo, nor brand name; even the standard web address was hidden with ‘xxxxxxxxx’. And still we knew that our target audience would know precisely which car we meant. Because this is a car that chooses its drivers - not the reverse. And that‘s what a true cult car is all about. You know which car we mean, don’t you?

Explain why the creative execution was relevant to the product or service.
Our insight: Land Rover drivers – also potential Land Rover drivers – belong and/or want to belong to a kind of sworn in conspiracy of people who really know their vehicle and its brand. An elite of drivers. They even greet each other in Austria on the road by waving. No other vehicle has that quality to create an order of aficionados. And they knew which four-by-four doesn't even need an image or logo or url to be recognized. The accurately matching ad for the right target audience.

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.
The results proved us right. 57,000 more visits to the DEFENDER’s website on the day of the ad‘s launch – up 500%! 220% more test drives than during the preceding months. 23% more sales during and after the campaign. And an enthusiastic response from Land Rover drivers all over Austria: “We know which vehicle is the best four-by-four-by-far!”