Last week we launched the new chapter of the Land Rover Defender in China with a global communications strategy and a stand-out-touring-kit design worthy of an icon, revealed at China Central Place in Beijing.
To demonstrate the vehicle’s advanced all-terrain technology and off-road capability, we designed a bespoke launch environment for Jaguar Land Rover, reproducing the incline that featured in the dramatic global launch of the Defender at the Frankfurt Motor Show in September last year.
The kit design pairs a bold structural form to demonstrate toughness with visual intrigue to build anticipation around what is sure to be a new icon in the Defender story.
The campaign roll-out will include a series of drive and retail experiences across China in the coming months.
Due to the recent COVID-19 outbreak in Beijing, Jaguar Land Rover transformed the event into a live stream for more than 11 million viewers around the world.
The kit is the first substantiation of a distinctive communication platform that covers all touch points from campaign strategy, strapline, product stories and detailed information for personalisation - bringing to life the Defender’s proposition ‘Capable of Great Things’.