In another example of creative marketing, Land Rover recently launched a marketing campaign for the 2007 Range Rover with 'Extraordinary Perspective' as its central theme. It seems the manufacturers can't just sell us the cars anymore, they have to sell us "the experience" of the car.
It's the third installment of Land Rover's "Designed for the Extraordinary" marketing campaign, which debuted in February 2006. The latest series of communications -- which includes TV, print, outdoor, and web assets -- presents the concept of an elevated perspective showcased from within the cabin of a 2007 Range Rover on California's central coast.
The premise revolves around inspiring pieces of art created in the sand on the beach at Point Conception, California. From sea level, these complex extraordinary works of art are virtually unnoticeable; however, from an elevated viewpoint, the sand art becomes strikingly apparent. Typically created with only a piece of wood found on the beach, a rake, and no measuring tools, the art resembles fluid, natural shapes and spans several hundred feet.
In the first spot, Range Rover Sport drove beneath the city of Tokyo through underground aqueducts. In the second spot, LR3 successfully navigated a plane from Nice to Corsica. "This third iteration of the campaign focuses less on a physical demonstration, and more on emotional aspects of beautiful scenery, stunning one-of-a-kind artwork, and the ability of our flagship Range Rover to elevate your perspective and see things differently," says Sally Eastwood, vice president, marketing, Land Rover North America.
OH, and in case you want to know more about the suv, and not just about the experiential advertising campaign, Land Rover would like you to know that last year, the flagship Range Rover benefitted from two new engine options, including a 400 hp Supercharged V-8. This year, a thoroughly redesigned cabin promises major gains in convenience, enhanced climate control, added comfort, and a refined interior appearance. Land Rover's Terrain Response system, first introduced on the LR3 is now standard on all Range Rover models.
HERE'S MORE ABOUT THE CAMPAIGN FROM LAND ROVER:
The Art
Sand art began in the late 1960s with a group of artists who found a limitless natural canvas in, among other things, sand. The California coastline lends itself to some of the most beautiful natural canvases for such artists. The canvas becomes a clean slate every day after the tides wash away the creations.
The Range Rover For 2007
Land Rover's "Designed for the Extraordinary" marketing campaign showcases actual events, not dramatizations. In all, three pieces of sand art were created for the campaign, which utilizes a varity of media delivery methods, as well as a Land Rover microsite, accessible by visiting www.landroverusa.com. The microsite houses "behind-the-scenes" footage that shows the making of the advertisements as well as a virtual showroom experience that enables users to browse through the key features on the 2007 Range Rover.