2006 AUTOMOTIVE WINNER

CAMPAIGN - "I'm Bloody Busy"

AGENCY - Mindshare

CLIENT - Land Rover Australia

SPONSORED BY
News Limited

OBJECTIVE

Land Rover wanted to sell 345 units of the new Range Rover Sport in its first five months. At a price of up to $136,000, this meant nearly $30 million in revenue - even at the cheapest model price. The challenge did not stop there - Land Rover wanted this model to overhaul its image as a sturdy, reliable workhorse that "just towed things". It wanted to take on BMW's X5 but some ingrained perceptions needed to be changed first. The top two attributes drivers gave the BMW X5 were "attractive styling" and "good performance". Range Rover Sport wanted these - it wanted to become desirable.

CAMPAIGN

Range Rover Sport was a different type of car launch. Before it began, the target audience - high-flying men, aged over 30, earning between $180,000 and $500,000 per year - were asked how they perceived themselves.

They saw themselves as "not rich", but "bloody busy" - too busy for advertising, they switched off when the ads came on. Market and finance reports, news and business web pages and business clothing magazines were the target audience's "magnetic media". To reach these busy people, the campaign needed to be weaved into the fabric of what they were watching - but not be interruptive.

Range Rover ticker-tape ran along the bottom of Sky News market reports and each report finished with a glimpse of the "beautiful new styling". A Range Rover Sport Podcast Market Update was created. Additional content was provided on the Market Wrap pages, which linked to the Range Rover Sport website. A photo shoot in Men's Style magazine completed the campaign.

RESULTS

Despite being "bloody busy", the target audience lapped up the campaign - 6,420 found the time to seek more information on the model, while 510 bought one. Range Rover sold an extra 165 units - 45% more than they planned, translating to an additional $14 million in revenue. Before the promotion, "capable" and "good towing capacity" were the two brand image statements. Since the promotion the brand has also become desirable with, "sporty", "attractive" and "stylish" also topping the list.

JUDGES COMMENTS

"Identified the 'core need for information' among their busy up-scale target market. The campaign generated record leads which converted to sales targets being exceeded by almost 50%."