A glamorous introduction to high society. Land Rover

Challenge

To produce a dynamic preview of the new Range Rover and communicate that the Evoque is smaller, lighter and more fuel efficient than any other Range Rover and to achieve international media coverage. 

Insight

The Range Rover Evoque wanted to reach new audiences and challenge perceptions of the brand, so it needed some star quality. This could be achieved if we found the right brand partner and the right presenter.

Solution

We needed to reveal the car in a way that matched the key features. A new Range Rover Evoque was suspended magically in mid-air, some 12m above the ground in a giant Perspex box. Once lowered to the ground, during a light and music show, the box slowly opened to uncover the first ever view of the car for the VIPs and the world’s press.

300 guests including Prince and Princess Michael of Kent, super model Erin O'Connor and legendary explorer and adventurer Sir Ranulph Fiennes were then introduced to Range Rover’s newly-appointed creative design executive, Victoria Beckham.

The brand partnership with Vogue and collaboration with Victoria Beckham provided the perfect opportunity to speak to new people in a new way. The reach of Vogue and brand desirability of Range Rover provided the perfect platform for a 21st Century car launch. The whole event was made available world-wide instantaneously via a live webcast.

Results

• The reveal was watched live online by over 1 million viewers 
• BBC Breakfast, BBC news 24 BBC worldwide and GMTV covered the story as did Bloomberg, Sky, Reuters, CNBC and ITN News at Ten 
• Over 1,600 videos were posted on YouTube