LANGUAGES by Y&R Dubai for Land-Rover

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LANGUAGES

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United Arab Emirates
Agency Y&R Dubai
Account Supervisor Sarah Locke
Released December 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: LAND ROVER
Product/Service: BRAND PROMO
Agency: Y&R DUBAI
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: Y&R DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer/Creative Director/Art Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Executive Creative Director/Art Director/Copywriter/Designer: Komal Bedi Sohal (Y&R Dubai)
Account Supervisor/Head of Planning: Nadine Ghossoub (Y&R Dubai)
Account Supervisor: Sarah Locke (Y&R Dubai)
Marketing Manager: Johnny Abdulahad (Land Rover)
Media placement: Newspapers - CoffeBreak, Crossword,Horoscope Pages - 22/12/2009

Results and Effectiveness
Many inquiries were made on the 2010 new model line-up resulting in 1,000 real leads in two months.

Creative Execution
Automotive advertisements traditionally feature expensive looking photo shoots in dramatic locations. But we chose to demonstrate Land Rover as a brand that crosses language barriers with clever use of foreign language puzzles. Where other car brands might consider a crossword in French or German, the Land Rover puzzles are in the far more exotic Inuktitut, Tibetan, Tamazight, Cherokee or Mongolian. The puzzles were featured on the coffee-break pages of local newspapers, among the horoscopes and regular crosswords. This non-invasive strategy allows the reader to discover the branding in the advertisement, as they tackle a word-search in Tibetan.

Insights, Strategy & the Idea
The brief was to promote the globe-trotting spirit of the Land Rover brand. The brand is well known and respected in the region for its breadth of capability and its heritage of adventure. Extraordinary vehicles are made for extraordinary people living extraordinary lives.