NEW LAND ROVER DEFENDER – CAPABLE OF GREAT THINGS - THE DAILY ROUTINE
Jaguar Land Rover UK
We needed to raise awareness, drive desire and sales for New Defender. However, consumers questioned whether it was as capable as its predecessor and the Pandemic hampered plans. We needed to communicate that it was ‘Capable of Great Things’ and encourage test drives. ‘Daily Routine’ – a curated TVC – presented Defender’s off-road capability as part of a ‘normal’ daily commute, supported by print and social. Retailer assets promoted an extended test drive offer. A storming success, it drove 5,297 Defender leads (+65% Aug vs July) and 654 orders (+38% Aug vs July). The Test drive event achieved an ROI of 9:1.