#Hibernot is an engagement platform designed to encourage the nation to stop hibernating, get outdoors with their families and celebrate everything that is wonderful about winter.

As part of the campaign we initiated two exciting live promotional events which brought the best of winter to life. Both events acted as an innovative way for audiences who hadn’t necessarily been actively seeking it out, to engage with both the brand and discover more about the capabilities of Land Rover’s newest offering, the Discovery Sport.

Snow day: Under the cover of darkness we brought 200 tonnes of real snow to a London park, delighting the locals with a day of winter fun, and a surprise appearance from Pixie Lott guaranteed audience engagement and interaction.

Winter BBQ: Two weeks later we hosted a huge winter BBQ in the Yorkshire Dales, with TV chef James Martin. Proving that BBQ’s aren’t just for summer.

We created #Hibernot, an engagement platform that invited the nation to get outdoors with their families and make the most of winter. As part of the campaign RKCR initiated two exciting events;

Under the cover of darkness we brought 200 tonnes of real snow to a London park, delighting the locals with a day of winter fun, and a surprise appearance from Pixie Lott guaranteed plenty of national media coverage.

Two weeks later we hosted a huge winter BBQ in the Yorkshire Dales, with TV chef James Martin. Proving that BBQ’s aren’t just for summer.

Hibernate? No chance. #Hibernot’

The #Hibernot campaign was extremely well received and ultimately worked hard to change the perceptions of an audience who hadn’t necessarily been actively seeking out the brand.

Launching on paid and owned media channels the campaign gained huge social traction, with over 17 million views.

Almost 500,000 people visited the immersive hub looking for tips and inspiration for their own winter activities, and to upload their own #Hibernot trails for others to enjoy.

Web enquiries to Landover’s .com site increased by 23%.

And the campaign certainly seemed to strike a chord with people:

‘It was aimed at people like me’

‘It gave a great impression of the Land Rover brand’

‘It showed us that a Land Rover is equally useful as a vehicle to have fun with your family.’

“It shows that Land Rover can appeal to a brand new clientele.”