Land Rover Defender: Life at 45 Degrees

Jaguar Land Rover, an automotive brand, increased sales of its New Defender model in the UK by launching an innovative direct mailpack with a 45-degree angle perspective to reflect the angles the new vehicle could drive at.

Campaign details

Agency: Edit and Spark44Client: Jaguar Land RoverCampaign Name: Land Rover Defender 'Life at 45 Degrees'

To get customers to reappraise the versatility of New Defender and how it could fit into their busy lives, Land Rover needed to connect specially trained retail experts to a time-poor audience.

Strategy

Land Rover identified digital interactions for New Defender, and used a machine-learning algorithm to verify if they were in-market, along with affordability and share-of-driveway indicators.

The vehicle came with a huge level of personalisation potential, so retail staff became Defender experts. A key task was...

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