It started as a simple piece of pro-active aggressive ambush marketing, driving people to buy a Land Rover. But as the launch campaign for the Land Rover 4x4 experience (an advanced driver’s course for SUVs on specially constructed hard terrain) was happening at the same time, it was decided to tie the 2 together. The messaging changed from generic 'drive the real SUV' copy to something more promo driven.

Well, the client obviously liked it – otherwise we’d never have gotten to run the promotion. As for the consumers, well, we’ve had some angry responses and some amused ones from the consumers – which is only to expected, as the stickers themselves make fun of them for parking on the pavement in the first place.More quantifiably – since the relatively low-key launch we’ve received 1,334 Facebook entries and 2,030 SMS entries for the 4x4 experience. For a brand that only need to sell a few thousand vehicles a year to be successful, this is a large pick-up.