PROJECT DISCOVERY

Consumers were confused about where Land Rover Discovery sat in the wider brand portfolio. With the advent of the latest model, we wanted to clearly communicate that it was the SUV for families, helping this audience to ‘Never Stop Discovering’ in a meaningful way. When the Pandemic hit, we commissioned research exploring its impact on how resilient families were within the new restraints. Project Discovery was born. Our PR report, influencer programme and accompanying films explored three areas – ‘close connection’, ‘exploration’ and ‘making and learning’, with the car at the heart. It was a real success story, achieving 1.6M views.