Land Rover is launching a considerable integrated campaign this week for its 2014 Range Rover Sport that entails inspiration-minded TV spots, an interactive game called "Race the Sun" and iAds, among other elements. All told, per the brand, the effort—dubbed "Driven To Another Level"—represents the automaker's biggest push ever.
The commercials feature very little copy, letting the viewers focus on breathtaking shots as a Range Rover Sport climbs Pikes Peak. A :30 will debut on broadcast and cable this week, while :60 and :90 versions will appear online. Sister agencies Y&R and Wunderman created the spots, while Mindshare handled the media buying.
"The innovation in the TV spot lies in its story line," said Kim McCullough, Land Rover's North America brand vp. "The spot re-creates the real-life feat that Range Rover Sport achieved when it set the world record for a production-standard [SUV] on the Pikes Peak International Hill Climb course earlier this summer."
In terms of TV, the Range Rover will be featured in branded content on weeks-old Fox Sports 1. The programs will entail two drivers competing in all-terrain contests while commandeering a Range Rover Sport.
The aforementioned Race the Sun game will go live in the next week or so. Accessible via mobile or desktop, the game virtually puts the viewer in the vehicle's driver's seat while experiencing five driving scenarios. Components involve testing different speeds, agility, off-road handling and abilities to check out the vehicle's interior and exterior features.
The Britain-based brand's iAd promos will run on mobile sites for major publishers such as The New York Times, while letting people who click through watch videos and customize a Range Rover Sport. And Web banners appearing on sites such as ESPN.com let viewers virtually steer the vehicle as it weaves through scenic landscapes. Also, Land Rover will sponsor infographics on Slate, appear in ads via The Washington Post's Topic.ly platform and be seen in online promos via Kelley Blue Book.
Land Rover is also investing mightily in print this November while zeroing in on the male demographic. Five-page spreads in Wired, Esquire and Car & Driver will feature image-recognition technology that lets readers wave their smartphone over the ad to get more information about the vehicle on their device.
Other print and banner ads will run in Architectural Digest, The Wall Street Journal and Robb Report. One example of the copy being planned: "All the Most Dominant Species Start Out in the Wilderness."
For McCullough & Co., it's all about interactivity.
"Today, consumers build their opinions of brands based on how they present themselves in digital, social and mobile, as well as the value they offer in these channels," McCullough said. "The most innovative aspect of the digital creative is its interactive nature and [it] enables consumers to actually experience multiple aspects of how the [Range Rover Sport] drives from their desktop, smartphone or tablet."