PROBLEM: The product redesign of Land Rover’s most iconic vehicle—The Discovery—was leading consumer to believe that the SUV’s new aerodynamic look meant it had traded its wild side (its DNA) and moved permanently to the city. Land Rover needed a way to excite consumers around Land Rover’s differentiating proposition that it was built for adventure … everywhere. The city. The mountains. The desert. Snow. Mud. Grass.

SOLUTION: An integrated social campaign to create digital experiences that brought to life The Discovery’s most technologically advanced tech performance and capability feature to prove that the SUV was the king of all terrains. How? Well, since this was a Land Rover DNA approach, we updated classic Land Rover communications heroes: animals.

We created a film that was shown across China’s social media channels, on streaming video platforms, in cinemas, in App pre-rolls, in elevators, in airports. Every place there was a digital touchpoint for our TA (based on research), we used the film (full length and cut down) to express Discovery’s wild side.

We then created an interactive social experience for WeChat, as well as OOHs using LR’s characteristic British wit.