The new Land Rover Defender needs to be experienced to be truly understood. To achieve this we created a fully integrated launch to emotionally connect all consumers with this iconic product. A multifaceted experience campaign launched at Frankfurt Auto Show, September 2019, comprised of a global launch film and dramatic live product reveal, as well as a cutting-edge interactive real-time VR experience featuring Bear Grylls and an AR vehicle configurator app enabling customers to visualise the interior and exterior of the new Defender. Importantly, there are multiple opportunities for consumers to interact with the vehicle.
The Drum Awards for the Digital Industries are open internationally to all agencies and brands who are producing exciting and innovative digital work. From apps to consumer products, use of search to social media, paid media and VR, the awards have been recognising excellence for the past 12 years.