Land Rover Drives To Another Level For Range Rover
Land Rover North America is launching a global advertising and marketing campaign for the 2014 Range Rover Sport, “Driven to Another Level.”
The multi-channel campaign will incorporate creative elements across television, print and digital, along with several non-traditional brand partnerships. Y&R/Wunderman was responsible for the creative positioning, while Mindshare managed the media planning and buying.
The commercial launched during Premier League soccer, the English football league on NBC Sports, early this week. The spot re-creates the real-life feat the car achieved when it set the world record for a production-standard Sport Utility Vehicle on the Pikes Peak International Hill Climb course on June 6.
The company says the effort is digital-centric with interactive web banner ads that let peopleactivate a Range Rover Sport driving experience on mobile devices. There are also rich media ads that show various aspects of the car: driving experience, interior, plus an interactive digital gaming component -- “Race the Sun." The game lets people "drive" the vehicle in five different on and off road scenarios. It features game components to test speed, agility and off-road handling, and you can explore the interior and exterior in an immersive 360 experience.