The Ocean in One Breath

Positive social sentiment of Land Rover increased, prompting conversations about the beauty of Taiwan.​

Results

Engagement Rate
6.5%
Increase in leads
+270%
Award wins
3

The challenge

In Taiwan, there is a growing demand for SUV’s, however most on the market are positioned lifestyle vehicles, with less-emphasis on off-road capability. As a result, many consumers are not familiar with off-road adventures or the functionality of Land Rover. Land Rover Taiwan needed to break through the competitive clutter by dfferentiating themselves from other SUV’s and drive purchase consideration for New Discovery Sport.

The solution

In it’s spirit of “Never Stop Discovering”, The Ocean in One Breath is a revolutionary new way of exploring a part of Taiwan that’s rarely been seen before – the ocean floor. Through the lens of Jay Ku, Taiwan’s national record holder in free diving, we are able to discover the wonders of Taiwan’s ocean through his single breath. Not only can we see Taiwan’s magnificent ocean landscape, but the Discovery spirit is present externally and internally, completely capturing the brand spirit of “Above and Beyond. “

The Results

The four and half minute social film gained 2.6 million views and an engagement rate of 6.5%. The overwhelmingly positive response led to a signigicant increase in social sentiment for the brand. The film resonated with the Taiwanese audience by allowing them to discover the beauty of Taiwan’s magnificent ocean landscapes, all while embodying the spirit of Land Rover’s core brand vision. The campaign generaged a 270% increase in leads and the conversion rate of New Discovery Sport is growing respectively.

Advertising Awards Won: Campaign Brief The Work Awards 2020, Crystal Award for AD Stars 2020 and Merit Award for 2020 Times World Chinese Creative Awards.