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Land Rover Discover 3 'Location Guy'

Agency: RKCR/Y&R

Client: Land Rover  

Land Rover launches a new global integrated marketing campaign for its Discovery 3 range today, airing this week, created by RKCR/Y&R and Wunderman. 

The award-winning Land Rover Discovery 3 is one of the world’s leading all-terrain vehicles, using patented Terrain Response® technology to deliver optimum driveability in all conditions, and the new campaign has been created to further drive awareness of the vehicle’s market leading position and its capabilities.

The 60” TV ad, created by RKCR/Y&R, will run in Europe, Asia, Australia, South Africa and Brazil, featureing a real-life Hollywood film location scout, Patrick Ranahan, veteran of films such as The Right Stuff, and one of the film industry’s leading location experts. 

We meet Patrick in the offices of one of Hollywood’s most demanding directors, who wants a shot of the perfect cactus for his upcoming film.  As his demands get ever more specific – a perfect cactus - a mountain backdrop – snow-capped hills – the journey becomes increasingly demanding, requiring the Discovery to switch from road to rough terrain and back again in the quest for the perfect shot in the Hollywood Hills.

The TV campaign extends the idea through print and online, with a Discovery 3 microsite driving users through a variety of interactive features, all designed to bring the various attributes of the vehicle to life.  Additional film footage and interviews with Patrick will also form part of the digital activity.

Rob Furio, Global Communications Manager, Land Rover says of the new campaign: “Land Rover is one of the world’s most distinctive brands, with a long heritage of taking adventurers and explorers off the beaten track.  This new campaign articulates the on- and off-road experience in a completely fresh and engaging way.  It brings a lot of the brand’s character to life and in doing so avoids the cliché traps that many global campaigns fall into.”

Chris Hunton, RKCR/Y&R’s Global Account Director on Land Rover says of the new campaign: “It’s always a challenge to create a campaign with bags of personality that will appeal to all markets.  However in this new Discovery campaign, we’ve brought the spirit of Land Rover adventure to life in a very engaging and involving way.”

Sav Evangelou, Wunderman’s Digital Creative Director adds: “As part of a seamless integrated campaign, we have both rich media ads and a destination site where viewers can help Patrick find a location by driving uphill or downhill, delivering detailed car feature demonstrations. Patrick is a real life location scout and we’ve harnessed his authenticity to attract consumer interest.”

What do you think of the new campaign? Leave your comments below.

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