STORY/WORD: ADVENTURE

PROBLEM: Land Rover noticed a troubling trend. Copycat Chinese OEMs were ripping off their IP. And Chinese consumers—mostly urban, and unknowledgeable about LR heritage—didn’t know what the brand stood for: adventure.

SOLUTION: Our solution brought together the brand spirit of adventure with a powerful force from our brand research: kids. Most of LR’s TA and fans had or were planning to have kids. And kids were a driving force behind brand preference and purchase.

We partnered with WeChat to create an integrated digital brand campaign. And our heroes? The one group of people who shared Land Rover’s limitless imagination for adventure: kids.

Our campaign went viral on WeChat. We added giant OOHs at airports throughout the country, and our film was used as pre-roll in popular apps, video streaming platforms, and banner ads.

RESULTS:

VIDEO: 211M views, 110,000 engagements.

SOCIAL ACTIVATION: 44M views, 26,000 engagements.

LEADS: 6,087.