Land Rover Promo, Case study BEEN THERE, STILL DOING THAT by Wunderman New York, Y&R New York

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United States
Agency Wunderman New York
Agency Y&R New York
Creative Director Steve Whittier
Account Supervisor Jessica Cavaliere
Released February 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: LAND ROVER
Product/Service: FULL LINE
Agency: Y&R
Date of First Appearance: Feb 2 2011
Entrant Company: WUNDERMAN NY, USA
Executive Vice President/ Chief Creative Office: Nick Moore (WUNDERMAN)
Vice President/ Account Director: Keith Rhodes (WUNDERMAN)
Creative Director: Steve Whittier (Y&R)
Senior Art Director: Jed Tamarkin (WUNDERMAN)
Senior Copywriter: Nicole Przybojewski (WUNDERMAN)
Brand Planner: Karina Portuondo (WUNDERMAN)
Associate Director/ Analytics: Ken Hsu (WUNDERMAN)
Management Supervisor: Marc Blaskey (WUNDERMAN)
Account Supervisor: Jessica Cavaliere (WUNDERMAN)
Digital Producer: Alexander Parra (WUNDERMAN)
Digital Producer: Aanarav Sareen (WUNDERMAN)
Media placement: iPad Application Advertisement - The Daily - February 2nd, 2011

Insights, Strategy & the Idea
The objective of Land Rover’s ad in The Daily was to reach consumers through their iPad. The Daily, the first iPad-only daily newspaper, was sure to be hotly anticipated and attract an audience of adventurous, early adopters of new technology. Among users of connected devices, iPad owners are the most likely to have made a purchase as a result of seeing an ad.

The typical Land Rover owner is 35 to 55 years old. iPad owners skew younger and male. We saw this as an opportunity to connect with potential Land Rover owners earlier, building interest in the brand before they even enter the purchase funnel.

Creative Execution
We wanted to excite and educate The Daily readers about the Land Rover brand. To this end, we chose to highlight the brand’s many stories around the globe. This creative solution was a perfect match for the journalistic medium - The Daily. The metaphor of the globe underscored the global nature of the Land Rover brand story, with each panel providing an article of its own on the subject of Land Rover.

Results and Effectiveness
Of all exposed The Daily users, 14% engaged by tapping the globe, exceeding the 10% benchmark for engagement with standard rich media in the auto category. Those users who engaged averaged 2.33 engagements per session. 128,115 videos were viewed in the first 2 weeks of running, which is more than 9,000 video views per day, and most sessions included a video view.

Brooklyn was the top story viewed, and 37% of those who viewed the Brooklyn video watched at least 50% - 28% of viewers watched 100%. Additionally, there were 25,000 taps to view other panels, indicating deep consumer engagement.