Land Rover
Background
Land Rover set out to sell Range Rover Sport stock to customers at the end of their finance contract who were increasingly concerned about the car’s relevance and environmental impact.
Solution
As part of an integrated journey Land Rover created the Range Rover Sport Challenge Collection; an HD video compilation of its ultimate off-road driving feats from across the globe.
The pack was designed to look like the latest infotainment system in the Range Rover Sport. When opened, a magnetic sensor activated a sizzle film that showed four extreme challenges that the Range Rover Sport had undertaken.
The copy communicated how the features and technology, including its PHEV evolution, in the car made each challenge possible.
Results
Land Rover sold 700 incremental Range Rover Sports at a ROI of 140:1.
Source: DMA Awards Best Use of Mail
