Range Rover Sport – hear the engine

1. Range Rover Sport – hear the engine EXECUTION Working with Land Rover’s creative agency, RKCR, and Grand Visual, we developed the first OOH interactive installation combining digital and sound in order to showcase the amazing roar of the Range Rover Sport engine. 8 digital Eyelite screens at key locations across Gatwick, Stansted and Manchester airports were adapted to include a genuine Range Rover accelerator pedal at the base, with a parabolic directional speaker overhead. Cutting edge arduino technology was then retro fitted to Eye’s existing kit. A call to action invited passengers to ‘push the pedal hear the engine’ and upon pressing the pedal the sound of the engine was transmitted via the directional speaker and digital content was simultaneously activated. An on screen visualisation depicted the power and acceleration of the most responsive Range Rover   RESULTS 40,000 interactions were achieved over the 4 weeks, a staggering 2 interactions per minute across the 8 sites. It reaffirmed why Mark Cameron, Land Rover’s global brand experience director, believes experience marketing is a key focus for the car maker going forward. OBJECTIVE The launch of the all new Range Rover Sport was the most important activity of the year. The campaign had to reinforce Land Rover’s credentials as a forward-facing brand and deliver real brand appeal. The communications challenge was to get our Ambitious Aspirers audience to think and feel differently about Land Rover in a new, modern and surprising way. The ultimate goal was to create a moment in time for our audience through paid for media, wowing them, appealing to their entrepreneurial spirit, and encouraging them to explore Land Rover’s rich online content and turning them into advocates willing to share their positive opinions. STRATEGY Our role was to deliver a rich ‘moment in time’ experience whilst they were in a place where they had time to take in and explore the online content that we would guide them to. Ambitious Aspirers are young, successful, family orientated individuals. 61% consume a high amount of OOH as they are younger, 25 – 44, and either commuting regularly or travelling with their family. Airports offered a 70% business audience and up to 2 hours dwell time. We know our audience will be connected in this environment too. 61% access the internet through their mobile, 14% own a tablet and 68% use social media.