Emotionally connecting customers
'The Defender needs to be experienced to be truly understood', therefore, we created an experience-driven campaign that emotionally connected customers to the iconic product across multiple channels. Land Rovers have earned a unique place in the hearts of explorers, humanitarian agencies and adventurous families across the world. Proven in the harshest environments on Earth, the new Defender maintains this bloodline. The experience highlights Defender's transformational breadth of capability and advanced all-terrain technologies while remaining true to the pioneering spirit that has been a Land Rover hallmark for 71 years.
Every element of the experience was lead by the creative idea at the heart of the epic product reveal film. Shot in Kazakhstan's spectacular canyon, Valley of the Castles, the new Defender, driven by mountaineer Kenton Cool, can be seen tackling rivers and descending mountain edges. Its screening in Frankfurt ended with Cool seemingly jumping from screen to real life by scaling an 11-metre wall inspired by the jagged rockfaces of the canyon. This then transformed into a 42-degree ramp, which the new Defender dramatically descended, revealing itself to the world in parallel with a breathtaking descent in the Kazakhstan film content. Visitors at Frankfurt could also try out the virtual reality experience that mirrored the adrenaline-fulled action of the launch film. After receiving pre-recorded instructions from famed adventurer Bear Grylls, visitors were able to explore dramatic landscapes and see the most capable SUV in action. This could then be shared across all social channels. Continuing the story is the AR app that helped build excitement and drive sales before Defender was available at retail by allowing users to visualise the car's interior.
//""The Defender launch stats for first 48 hours are nothing short of sensational, and Imagination have played a very big part in making the magic happen." Rich Agnew, Global Brand Director, Jaguar Land Rover
//""Land Rover have been beside me in so many of our toughest adventures and this VR experience allows people to get a real sense of what it’s like on an expedition where everything is on the line." Bear Grylls
//""The Defender launch has been truly momentous for the Land Rover family and one of the most eagerly anticipated reveals for some time. We are driven by creating experiences our customers love for life and Imagination has been a key partner in delivering an experience that emotionally connects our audience with the reimagined icon." Fiona Pargeter, Global Customer Experience Director, Jaguar Land Rover