PROBLEM: Not all Land Rover “adventures” are the same. And not all Land Rovers, either. The Range Rover Evoque saved Land Rover from bankruptcy. And the China market was the global Evoque sales leader. But the Evoque also diluted the brand essence of “adventure” in the minds of Chinese consumers. Research showed that Chinese buyers chose Evoque because it was beautiful. But they didn’t know Evoque had the power, performance and capability for “adventure”. Our research further showed that brand dilution was a troubling long-term trend for LR/RR sales.

SOLUTION: Partner with a celebrity who was only known for being beautiful, but who stunned China with her performance in “Youth” by revealing another side to her character—her ability to perform as a dancer.

Our Evoque IMC with Elaine Zhong—focused on urban “adventure”— went viral on WeChat. Consumers shared, liked and commented on our film hundreds of thousands of times. Tens of thousands engaged with our WeChat game where they could select the outfit that Elaine Zhong would wear on her urban “adventures”. Winners won special branded items. Special test drivers were available at dealers. Then, we partnered with GQ for an exclusive interview and features amplified across their digital platforms.

RESULT: 127M views and 105,000 engagements in two days. Named #1 video of the day by 71% of 头条 (Tou Tiao) viewers. Evoque Landmark SEs sold out in three months.