The first vehicle ever to tackle the 99 turns and 999 steps of Tianmen Mountain, China.

Results

Global Views

35M

Clickthroughs

64k

Social Media Engagements

1.1M

The brief

Following the Pikes Peak, Empty Quarter and Inferno Downhill challenges created to showcase the Range Rover Sport since its launch, we were tasked with introducing the new Plug-in Hybrid model for 2018.

I've experienced Formula E, Formula 1 and won the 24 hours of Le Mans but this was without a doubt one of the most demanding driving challenges I've ever faced.

Ho Pin Tung

Dragon Challenge Driver

Approach

We ventured to Tianmen Mountain, China and pitted the vehicle against the 99 turns of Tianmen Shan Big Gate and then the 999 steps up to Heaven’s Gate, a feat never attempted before. Driven by Le Mans 24-Hour winner Ho-Pin Tung, the new vehicle tackled the hair-raising 11km of turns and 45-degree steps with aplomb.

Solution

A gripping 6-minute documentary of the feat was created, together with outdoor, print, online, TV and behind the scenes social films. The campaign gained extensive press coverage around the globe and an incredible 15 million views online alone.

Land Rover proved the phenomenal capability of the Range Rover Sport yet again – with a genuine world first.

The Dragon Challenge was a testament to the capability of this remarkable vehicle and the extraordinary team that made it happen.

Vanessa Streets

Land Rover Senior Communications Manager