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Land Rover challenged CCW to develop a program to re-energize sales and awareness for the all-new Range Rover in the face of new competition entering the marketplace. |
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Develop immersive consumer events that put targeted prospects behind the wheel of a Range Rover, while also immersing them in the Land Rover lifestyle and “spirit of adventure.” |
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For the Range Rover Experience, CCW designed events at six of the most exclusive and influential resort destinations around the country. At each of these six diverse locations, Land Rover University driving instructors developed authentic, challenging driving courses that featured Range Rover’s superior ability to perform both off-and on-road. After returning from the drive amazed by the Range Rover's prowess, consumers capped off their experience with “lifestyle adventures.”
For optimum appeal, we created three distinct adventures: cultural, culinary and adrenaline. Cultural experiences ranged from an exotic orchid demonstration (courtesy of Smith & Hawken) to bathroom design trends at the Kohler Design center. Adrenaline adventures spanned the gamut from trap shooting with Holland and Holland, to the rush of watching a live predator in action during a Falconry display. Finally, the culinary adventure included outdoor cooking with deluxe grill manufacturer, Vielux, and gourmet tasting with Scharffen Berger chocolates.
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This four-hour immersion, a combination of the physical and the emotional, created a consumer experience that exceeded all expectations.
The attendance of 1,324 qualified participants from 939 total households surpassed projections, and the sales Land Rover tracked from the experience paid for the program more than two-fold (not to mention the phenomenal word of mouth). Most importantly, consumers walked away with a true understanding and connection to the Land Rover brand that will continue to build loyalty for years to come.
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