Land Rover
Background
Land Rover UK had a challenge on their hands – they had to sell Range Rover Sport stock to customers approaching the end of their finance contract to an audience who were increasingly concerned about the car’s relevance in a changing world, compounded by concerns about the environment.
Solution
Working with their agency Spark 44, Land Rover’s strategy was to showcase the latest performance characteristics of Range Rover Sport, including its PHEV evolution, in an extreme way, to drive reappraisal amongst this sceptical audience.
The campaign proposition: 'Make an impact with Range Rover Sport' straddled the digital journey from eDM through to web, as well as a mail pack for those without email consent.
To make the messaging relevant and improve targeting, Land Rover used analytics to analyse the social media data of millions of UK individuals to identify those with a mindset connected to electrified vehicle purchase. They translated this data into audience profiles with different motivations for buying environmentally-friendly cars, from 'tech-lovers' to 'climate champions’.
To demonstrate the relevance of the performance message in the most impactful way possible to those without email consent, Land Rover created the Range Rover Sport Challenge Collection; an immersive HD video compilation of its ultimate off-road driving feats from across the globe. This was embedded into a pack designed to look like the latest infotainment system in the Range Rover Sport. When the pack was opened, a magnetic sensor activated a sizzle film that showcased four extreme challenges that the Range Rover Sport had undertaken, including the Dragon Challenge – a dizzying 99 hairpin bends along 11.3km of mountainside road. The copy then communicated how the features and technology, present in every car, made each challenge possible. This was followed by a reveal of the newest Range Rover Sport including design updates, its PHEV credentials and its purchase options. Included too, was messaging explaining to these time-poor customers that they could now buy the stock quickly online and have the car delivered in two weeks. A customer loyalty offer of £3,000 sweetened the deal. Finally, a QR code and URL joined the integrated journey at the same point as a click within the eDM
To maximise the relevance of messaging Land Rover overlaid post-code targeting to mail the pack to addresses with a high score of consumers displaying an electrified vehicle purchase mindset.
Results
With a campaign cost of £225k Land Rover’s revved up campaign delivered an impressive ROI of 140:1. By addressing the relevance of the car to an environmentally aware audience through PHEV, speed of delivery concerns and removing the need to spend time at a retailer, the campaign was successful in selling 700 incremental Range Rover Sports.
Source: DMA Awards Best Use of Mail
