|Campaign||Iconic Advertising for an Iconic Brand|
|Business Sector||Four Wheel Drive, SUV(Sports Utility Vehicle)|
|Tagline||Born To Be Free|
|Philosophy|| CREATIVE STRATEGY |
Authenticity was made relevant to this urban sophisticated audience by using the proposition ‘Freelander brings out the free spirit in you’. Tone of voice was key, shifting from representing the reality of the African adventure to seeing it more as a dream. The ads used sophisticated humour, playing with the concepts of Land Rover’s heritage of exploring far-flung places and flattering the intellect of this audience.
The print ads humorously juxtaposed wild animals (hippos, huskies, rhinos) in a variety of locations to reinforce authenticity, but without recourse to hard sell, asking consumers to self-complete and share in the joke. The television spots contrasted a chic urban setting and the ‘out there’ environment of an authentic South American tribal village, managing to combine contemporary appeal with functional authenticity.
OTHER COMMUNICATIONS PROGRAMMES
TOTAL MARKETING EXPENDITURE
|Problem|| SUMMARY |
The Freelander case demonstrates that advertising was key to increasing sales during a period of intense competition by appealing to a younger, contemporary, style-conscious audience without compromising the brand’s authenticity. The consumer insight, in fact, was to use authenticity to create a sense of enduring, rather than transient, fashionability for the brand. By using a mixture of wit, warmth and irreverence to lighten traditional precepts of adventure, Freelander was made more accessible and more contemporary but no less substantial.
|Advertising Manager||Mr. Anthony Bradbury|
|Planning Partner||Mr. John Howkins|