When Clients Let Media Agencies Take Risks, Good Things Happen
Winner: Best Use of Native Advertising Spending $1 Million–$5 Million
Land Rover: 'Drive to Another Level'
Since 1948, Land Rover has been synonymous with high-end all-terrain vehicles. In 2005, its famous Range Rover model was joined by the new Range Rover Sport, a more responsive, agile version of the hulking original. Last year, when Land Rover was preparing to relaunch the second-generation Range Rover Sport (which had become the company's top-selling vehicle domestically), it had an ambitious goal in mind: to double sales growth. Longtime media agency Mindshare set out to create a campaign that addressed three core challenges: low unaided brand awareness, lack of nameplate identity and reaching lower-funnel consumers. The solution, explains Mindshare executive director Danielle Koffer, was to create a more distinct brand identity for the Sport, and create an emotional connection between consumer and car. "In a lot of traditional automotive advertising, you'll find a lot of car-specific communications, and what we felt was missing was this connection with the consumer," she says. "The brand is a personality, not just a product."
Mindshare created "Driven to Another Level," a campaign that spotlighted real individuals who personified that drive to push their lives and careers to the next level. Mindshare Entertainment partnered with three publishers--Outside, Men's Journal and ESPN--to produce a series of native videos.
The content was specifically suited to each publisher: One video for Outside starred Peter Metcalf, the CEO of climbing gear company Black Diamond, while another video created for ESPN explains how sports data scientist Muthu Alagappan used a mathematical formula to transform the way we think about basketball. Also included in the "Driven" campaign were a microsite powered by Time Inc.'s Watercooler technology; an Xbox hub with custom content, photo galleries and a game; and native stories produced on the Washington Post's Topicly platform.
Through YouTube alone, the "Driven" custom videos garnered more than 1.7 million views, while the native products received an additional 1.4 million content engagements and averaged 3:31 minutes per visit. Overall, the campaign resulted in a 6.1 percent boost in brand favorability and a 13.6 percent lift in consideration compared to competitors.
"Native advertising gives us another way to reach our target audience," says Land Rover communications manager Ken Bracht. "In this case, [Mindshare] brought the positioning of the vehicle to life and created content that was reflective of the audience." -Emma Bazilian
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