Mediaidea:How does our targetgroup spend winter leisure time? With winter sports. Therefore we placed posters on skilift pylons where everybody would see them in relaxed atmosphere. Freecards, LEDdisplays and flexbanners support the campaign and optimise responserate.Creativeidea:Tell a story: Each poster shows a close-up shot of the RangeRover. The images give space for free compound and build special tension in combination to headlines (questions). One of the last posters answers to all questions: „RANGEROVER. FOR THE LOVE OF DETAILS“. The campaign focuses on SMS (text message) as response channel. Reason for that: When skiing, everyone has his mobile phone at hand.

Overall response during the three-month promotion: 700 persons booked a test drive; 50 % by sending an SMS, 20 % called the hotline and 30% made use of the inscription possibility on the Land Rover homepage.