No regulations of relevance.

We used traditional media to target four guys, in order to create non-traditional media enjoyed by millions. The car is hugely significant to the lads, so it was crucial that the TVC and print ad were bespoke to them. Our ensuing content piece had attached a PR message reminding the world that it’s the last production year of the much-loved Defender.

The content also played in cinemas nationwide around Valentine’s Day. It provided much-needed respite for men on a day traditionally geared towards women, especially those misfortunate enough to attend the simultaneous cinematic release of Fifty Shades of Grey.

A vehicle that originally rolled off the production line almost 60 years ago was reborn, and four likeable kiwi lads were reunited with their first love. As a result, the content, which was originally intended for New Zealand only, was picked up by 15 markets and translated into 4 languages. It gained 4 million+ views across all channels over Valentine’s weekend. Cost per click was well-below Land Rover standard expected KPI of $0.04. The campaign well exceeded client expectations and became the most watched Land Rover content piece ever. Defender sales were up 235% and curiously, thousands of grown men decided to chop onions while watching our film.