OUR ARMY USES HELICOPTERS by Mindshare Sydney for Land-Rover

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OUR ARMY USES HELICOPTERS

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Australia
Agency Mindshare Sydney
Released February 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: LAND ROVER
Product/Service: DEFENDER 90
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: MINDSHARE , Sydney, AUSTRALIA
Marketing and Public Affairs Manager: Kevin Goult (Land Rover)
Director The Exchange: Matthew McCann (Mindshare)
Manager The Exchange: Marcella Dalenogari (Mindshare)
Activation Manager The Exchange: Emma Robertson (Mindshare)
Media placement: Experiential - Commencement Of The Great Aussie Road Trip - Quiksilver Office In Victoria - 08/02/2010
Media placement: Online - Quiksilver Website - Blog - 08/02/2010
Media placement: Television - Fuel TV And Foxsports - 14/03/2010
Media placement: Radio - A Number Of Local Radio Stations - Combination Of FM And AM Stations - 08/02/2010
Media placement: Cinema (IMAX) - IMAX Cinema - 18/02/2010

Results and Effectiveness
By creating the great Australian road trip, we saw Defender 90 sales up 150% on forecast and 50,000 people viewed the bespoke content online. 4,744 became virtual fans of the road trip through the dedicated Facebook page. In 8 days, 3,194 people enquired about purchasing a Defender 90, to embark on their own road trip – a great result considering we needed to sell 82 vehicles. Within a week of the campaign finishing we have sold out on all pre-sales of the Defender 90.

Creative Execution
We approached Quiksilver with a unique opportunity to bring to life the true, Australian version of the Defender through a partnership between these two iconic brands. We provided 6 of the best up and coming surfers with 4 Defender 90s to drive up the East coast, stopping where they surfed with their final destination being the Quiksilver Pro. The surfers wrote daily blogs, a freelance surf reporter gave daily radio updates and the surfers’ experiences showcased the versatility of the vehicles. We created bespoke content pieces that ran on TV and online, fusing the brand values and what it takes to be a great surfer - Toughness, Style and Escape. After 2,000 km our intrepid crew reached Snapper Rocks, the start of the ASP Championship World Tour and the final stop for the Great Australian Road trip. A Defender marquee showed fans the surfers’ experiences, the distance travelled and the conquered terrain.

Insights, Strategy & the Idea
When you think defender, you think mud, farms or you think the army. None of which are particularly appealing to Australians. We don’t have mud, our farm vehicles are predominately Japanese and our army mainly uses helicopters. Our task was to sell 82 Defender 90s and to do this we had to think up a completely different narrative for Land Rover. What we do have in Australia is a rugged coastline, big distances and nothing showcases this more than the great Aussie surf trip going from beach to beach.