British car maker, Range Rover, manufactures luxury four-wheel drive sport utility vehicles (SUVs). In 1967 the first Range Rover prototype was built and the range now extends to the Range Rover Sport and the Range Rover Evoque. The company, Jaguar Land Rover, sold more of these Range Rover models 2014 than ever before, and had its best ever trading period with sales up 9% year-on-year.
Range Rover needed an online solution to promote the launch of the Range Rover Sport, working alongside the planned print activity running in the Telegraph. The objectives of the microsite were to showcase the luxury features of the model, with a view to educating the user and encouraging them to book a test drive with their local dealer.
The solution was a brand led microsite, featuring high–end photography and intriguing content, stylish videos, a luxurious design and a smooth, flash interface, innovative at its time, which delivered a rich experience and took users on a journey to explore the new Range Rover Sport. The Telegraph ran a 4-week "Beauty In Every Detail" campaign, featuring interviews with the Sport designers and engineers, which were realeased on the microsite each week. These looked at the bespoke design, cutting edge technology and architecture of the Sport, connecting the world of art and design with the new Range Rover model, communicating its proposition as a luxury, stylish drive. The campaign included a competition prize draw to win £10,000 of art from The John Martin Gallery in London to create synergy with the ‘Beauty in Every Detail’ theme and drive data acquisition. 'Book a test drive' was clearly positioned as the main call to action throughout.
The number of test drives booked was significant during the campaign period demonstrating high levels of user awareness and engagement. The creative execution was on brand and captured the premium, luxury positioning of the Range Rover Sport. The microsite was delivered within extremely tight deadlines, and as a result we were invited back by The Telegraph to work as a digital partner on further campaigns for Mercedes and Citroen.
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