SAFETY DISTANCE by Y&R Berlin for Land-Rover

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SAFETY DISTANCE

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Industry Cars, Automotive products, services and accessories, Ferries & Cruises, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Germany
Agency Y&R Berlin
Creative Director Esben Ehrenreich, Markus Rieser
Art Director Katrin Haase
Released February 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: LAND ROVER
Product/Service: ADAPTIVE CRUISE CONTROL
Agency: Y&R BERLIN
Date of First Appearance: Feb 7 2011
Entrant Company: Y&R BERLIN, Berlin, GERMANY
Chief Creative Officer: Jan Leube (Y&R Germany)
Creative Director: Esben Ehrenreich (Y&R Berlin)
Creative Director: Markus Rieser (Y&R Berlin)
Art Director: Katrin Haase (Y&R Berlin)
Managing Director: Anika Hirsch (Y&R Berlin)
Account Director: Frauke Bielefeldt (Y&R Berlin)
Media placement: Poster - Billboard - 7 February 2011

Insights, Strategy & the Idea
We developed an outdoor campaign which illustrates the benefits of Landrovers Adaptive Cruise Control (ACC)- System. Therefore we have positioned our idea in a place, where it appeals to our target audience (SUV- drivers, potential SUV-buyers) and addresses them in a relevant way: on the street!

Creative Execution
3 adjacent posters demonstrate, involving the billboards themselves, the ACC- System’s effect, whereby the poster in the middle symbolizes the safety distance.

Results and Effectiveness
Increase in test drives and demand for the ACC- System at Land Rover dealers during the campaign period across Germany.