To "bring the outside in" by providing a creative solution to engage consumers with the All New Land Rover Defender. To maximise the stand-out potential of the vehicle and ensure it is seen in the right place at the right time by the right demographic.
We used a three-tiered approach to showcase the New Defender at 17 venues across the UK. For the hero placements we designed an immersive audio-visual experience that showcased the car in different environments using integrated LED panels. Video content moved the vehicle through jungle rivers, desert sands and snow-capped mountains. We partnered with Forestry England to showcase Defender at popular outdoor locations as well as placements at coastal hot spots and adventure centres. A total of 431,855 consumers viewed the three hero placements, with 1,450 enquiries generated overall.