Range Rover Evoque - “Evoque Integrated launch”
|Title||Evoque Integrated launch|
|Brand||Range Rover Evoque|
|Campaign Name||Range Rover Evoque Launch|
|Country of Production||United States|
|Date of First Broadcast/Publication||December 1, 2011|
|Media Type||Case Study|
||The Webby Awards, 2012 (Honoree) for Online|
|Chief Creative Officer
||Ryan Eagle, David Krulik, Carrie Ingoglia|
The brand new Range Rover Evoque is the SUV that changes the way SUVs are perceived. The Evoque launch campaign changes the way that cars are launched to an affluent audience. The insight was simple. The Evoque stands out from the crowd. It is designed for people who do not run with the herd. From this, the idea of Presence was developed, and extended into the US Presence Project. A true multi-media campaign that included TV and print but with a strong digital emphasis was created to target the car's prospect audience of young urban style-setters. Innovative partnerships with artists, with Apple, and with Gilt Groupe saw the car appear where cars do not normally register. Evoque was the first ever car for sale in Gilt - it was bought in 11 seconds. A technically ground-breaking iAd pushed the boundaries of mobile advertising. Marquee placement on the NY Times saw the Evoque become the news. After Evoque, car launches will never be the same. Traditional has been left behind.
The Gilt Group Evoque package sold in 11 seconds. The Range Rover Evoque iAd created for both the iPhone and iPad exceeded all existing benchmarks. The average time spent for the iPhone iAd was 77.5 seconds, beating the industry average of 60 seconds (the auto industry avg. was 65 seconds). The iPad produced an average time spent of 80.1 seconds, beating the iPad iAd industry average of 60 seconds. The Evoque iAd also exceeded industry benchmarks for tap through rate (Our Result: .59%, iAd Average: .50%) and views per visit (Our Result: 8.10, iAd Average: 3.00). NY Times takeover. Within a 24-hour period, the creative generated 24,000 total interactions, representing 0.29% Engagement Rate. There were 97,000 total visits to the GWS (a new record, previous high was 64K), and 10,785 direct visits to LandRoverUSA.com from New York Times homepage. 89% of visitors were new to LandRoverUSA.com, and the average time spent on the site was 3 minutes 21 seconds. The site launched in tandem with the wider integrated, media launch on 10.3 and remains live to date. Between 10.3.2011 and 1.4.2012 - For the 238,192 visitors to the site, the average time spent was a staggering 13 minutes and 12 seconds. This is almost DOUBLE the average 6 minutes 56 seconds average time spent engaging with the GWS prior to the launch of this section. Similarly, the number of pages viewed by visitors has doubled from an average of 6.25 pages per visit to 12.55 on average.