Jaguar Land Rover is urging drivers to reach for the skies in a major experiential campaign to support the launch of the new all-singing, all-dancing Land Rover Defender at the Frankfurt Motor Show – and beyond.
The integrated campaign, devised in partnership with global agency Imagination, comprises a film as well as a virtual reality experience and an augmented reality app, enabling customers to visualise the interior and exterior of the new Defender.
Imagination, in partnership with Carnage, has created the film that introduces the new Defender and brings to life its proposition: “Capable of Great Things”.
Shot in Kazakhstan, the new Defender is seen being driven by mountaineer Kenton Cool, who tackles rivers and descends mountain edges before navigating through the Valley of the Castles, in Charyn Canyon, to reach the global reveal.
Premiered across all of Land Rover’s channels, the film ended with Cool jumping seemingly from screen to real life by scaling an 11-metre climbing wall at the motor show. This then transformed into a 42-degree incline the new Defender descended.
To support the launch, visitors to the show, which runs until September 22, are being urged to jump aboard a VR helicopter. They are then given a mission to train as an aerial photographer for Land Rover’s “Special Ops Media Team”. The aerial view is designed to demonstrate the vehicle’s “transformational capability” and all-terrain technology. Visitors can then share their mission across all social channels.
The experiences will travel to numerous global events throughout the year.
Jaguar Land Rover global customer experience director Fiona Pargeter said: “The Defender launch has been truly momentous for the Land Rover family and one of the most eagerly anticipated reveals for some time. We are driven by creating experiences our customers love for life and Imagination are a key partner in delivering experiences that emotionally connect audiences with the reimagined icon.”
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