The impact of the large 3D plasma screens marked a daring strategy that created awareness among nearly 500,000 passengers passing through the lounges, but the best measure of engagement is the fact that almost a quarter of passengers reached via Bluetooth chose to download the RRS video trailer. PDA promotional activity achieved a CTR of 1.4% in the launch phase, with the use of digital media positioning the brand as high-tech.

The campaign drove sales. In the first month, awareness rose from 9% to 34% in the UK, 0% to 22% in Italy and 4% to 14% in Germany. Land Rover received over 6,000 pre-orders; sales at year-end soared to 30,356; and the global waiting list averaged four months by December.