TAILOR MADE BY LAND ROVER EVOQUE by Bassat Ogilvy & Mather Madrid for Land-Rover

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TAILOR MADE BY LAND ROVER EVOQUE

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Carlos Yuste
Art Director Begoña Arza
Copywriter Esteban Tabares
Released March 2013

Credits & Description

Advertiser: LAND ROVER
Agency: OGILVY SPAIN
Category: Cars & Automotive Services
Advertising campaign: TAILOR MADE BY LAND ROVER EVOQUE
Creative Director: Carlos Yuste (Ogilvy Action)
General Manager: Javier Gómez De Los Infantes (Ogilvy Action)
Account Executive: Sara Pastor (Ogilvy Action)
Copywriter: Esteban Tabares (Ogilvy Action)
Account Director: Nuria Arroyo (Ogilvy Action)
Art Director: Begoña Arza (Ogilvy Action)
Clients Service Director: Israel Reyes (Ogilvy Action)

Implementation
Create a "space unique" where personal shoppers introduced customers to a new automobile concept in vehicle personalization, mixing the world of vehicle manufacturing, with the dressmaking world. A perfect, place specially design to look, to see, to touch and to test, from backstitching and upholstery fabric, to color combinations, accessories and finishes...A place where you can pattern your Ranger Rover Evoque to fit you perfectly.

Client Brief Or Objective
THE BACKGROUNDThe sales forces of Land Rover dealers had been dramatically reduced after 5 years of recession environment. Many Saturdays, buyers stand at the dealers waiting to be attended.THE PROBLEM:How to sell a premium car with over 3,000 details and combinations, under this situation.

Outcome
1500 interactions1200 customised designs300 bespoke cars were ordered35% increase in Land Rover Evoque sales making it the fastest selling vehicle in its class SpainThe news resulted in high visibility across social and fashionable media.

Execution
Engage the consumer making them more satisfied with a proper attention to ensure the sales, make full equipment car ordering and achieve high level of income per unit.Convert an uncomfortable and complicated task for dealers, with the actual circumstances, into a new experience attractive and enriching for the consumer.