OBJECTIVE:
Get existing Land Rover owners excited about purchasing a new one when the time came.
THE SOLUTION:
Connect with current owners both emotionally and rationally, reminding them why the fell in love with the brand in the first place and touting its latest innovations.
EXECUTION:
The Uncommon Owner in Market Program: a rolling 90-day communication campaign aimed at getting current owners excited about trading in for a new Land Rover when the time came.
RESULTS:
31% first wave response rate / Doubled expected usage rate for DM communications
Watch Campaign Recap Video
Art Direction & Photography
