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Launching alongside the clock change, the campaign kicked off with a radio spot celebrating the arrival of winter, urging the nation to get out of bed and use the extra hour to explore its beauty.

Leveraging our Brand Ambassador and Retailer network, we issued a rallying call via our social channels, driving people to the great outdoors and inviting them to share their #Hibernot experiences.

Events: Geo-targeted text messaging and specially created #Hibernot hand warmers made sure the word got out, and a surprise appearance from Pixie Lott guaranteed plenty of national media coverage.

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.”