Assignment: Support market launch of the new Range Rover.

 

SITUATION ANALYSIS

The east coast is a significant market for Range Rover, most notably the New York City Metropolitan area. Range Rover was about to launch their next generation of vehicles. The new car still had its iconic design but had new and improved design and technical features. Print and TV spots were already being deployed throughout the New York metropolitan area. In particular, Architectural Digest, a publication read by a lot of Range Rover drivers, ran an advertorial piece featuring notable architects test driving the car through the gritty streets of New York.

 

To support the launch of the new Range Rover the New York City dealerships wanted to showcase the cars in high traffic and high net worth areas in New York City.  

 

THE SOLUTION

Create a highly interactive OOH installation that communicated the rugged climbing abilities of the car but set within a framework of an urban setting.  I worked with the architectural design firm HWKN, whose principals were featured in the Architectural Digest advertorial piece to create an architectural aluminum sculpture. The sculpture drew inspiration from the lightweight aluminum used in The Next Generation Range Rover. The installation stood 14 feet high, with a fully loaded Range Rover suspended at a 45-degree angle on two axes thus communicating the cars climbing abilities. The installation was placed in the heart of NYC’s Meatpacking District, providing consumers a unique brand experience through the art of design! The 14th & 9th Avenue South location was highly visible to hundreds of thousands of commuters and passers by during the 10 day execution. The installation also had an interactive component.  The interior footprint showcased screens within the structure to bring the installation space to life by cueing specific “on and off-road” images to promote consumer engagement. Range Rover brand ambassadors encouraged guests to tweet their experience using the built in Tweet Station featuring real-time social media feeds.

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RESULT

The Range Rover “CLIMBING UP” Installation generated local and national media buzz, as well as press on the blogosphere and social networks. Press Highlights include: Complex, Hypebeast , PR Newswire, Luxury Daily, DesignBoom, Style Bazaar, etc. generating a total of $2.7 million in media value and an approximate ROI of 150%.