Challenge
The new Discovery is the most functional all-terrain vehicle that Land Rover has ever made. With a roomy luggage compartment, innovative technologies and a powerful engine, it radiates a sense of adventure. Our assignment was to announce the Discovery several months before its release and to make potential customers curious - but without actually showing the car itself…
Solution
The name says it all: discover. To attract our target group, we launched a contest over 12 weeks where you could win inspiring adventurous experiences. Skydiving, mountain biking in a cave, camping in a tree... This teasing approach raised interest from potential customers. The release of the Discovery was also turned into an adventure. The invitation only had some GPS coordinates. Your destination became your first discovery, and the new Discovery itself a second.
