Many off-road vehicles sell attributes like durability, performance and power. But how many deliver emotional attributes? Based on that, we set aside the unquestionable quality of the Land Rover and launched a brand entertainment action involving TV, direct marketing, a book, a website, online and offline campaigns; it all started with a relationship action using the clients and prospects base.

With our program we impacted 4.6 millions people on TV. Since the channel has a predominantly class A viewership, we reached an important segment of possible Defender purchasers with a relevant message. More importantly: the demand for test drives at the dealerships had a significant boost, culminating with a 98% increase in Defender sales in March 2009.