Becoming Discovery Fans Again
Making the All-New Discovery the most discussed vehicle in Spain.
increase in configurator completions
increase in organic visits to the Discovery website
more time spent on the campaign page vs. the sitewide average
When the New Discovery was revealed we received a number of negative comments from followers on social media; they thought the vehicle wasn’t a real off-roader purely because it looked too good. They assumed that beauty and toughness were not compatible. We had to act.
We looked for the most critical followers on our social media channels and we contacted them with a proposition: test drive the All-New Discovery and put its capability to the test for yourself. From those who agreed, we filmed their experiences behind the wheel and watched as their opinions changed from pretty negative to incredibly positive almost instantly.
For each person we created a teaser video and two longer-form videos based on their personal doubts, and we ran the campaign across Facebook, YouTube and Instagram. The video content drove to a hero landing page on the Land Rover website, which included the option to configure and request a test drive.
Using nothing but the product truth in a fun and engaging way Land Rover was able to change opinions. Showing how our followers’ minds were changed in real time regarding the vehicle’s abilities was more credible than any product asset we could have shared. In the end we managed to make the All-New Discovery the most discussed car in Spain through significantly increased interactions with our content and website.
Advertising, Brand Strategy and Planning, Content and Community Management, Integrated Marketing, Social Media
Spark44 has been able to turn our detractors into our biggest ambassadors. Now Discovery’s credentials are unquestionable.
Óscar Oñate, Brand Director Jaguar Land Rover Spain & Portugal