Range Rover Sport = Endorphin High. We saw the experience of the vehicle as that of an endorphin high—a rush of energy that transcended the tick of the clock and everyday driving. We created work intended to disrupt with purpose, and drive people to TheNewRush.com Web experience. Applying the message to the medium we engaged the senses with non-traditional channels, such as our own energy drink to build interest, anticipation and involvement. More importantly, this allowed for a distinct character that differentiated Range Rover Sport from the very refined and proper Range Rover.

Simply stated: exhilarating. In an environment where competitor’s sales were down 20 to 30 percent. Range Rover Sport outperformed its original goals by 20 percent without cannibalizing Range Rover sales. This promotion helped attract more qualified traffic to TheNewRush.com compared to the brand Web site—who not only expressed interest in receiving information about the vehicle but were more likely to purchase (2.48% buy rate vs. 1.76%). Range Rover Sport boosted Land Rover sales to 17 percent of all luxury SUVs in the U.S.—allowing Land Rover to not only avoid the decline in large SUV sales but also achieve record growth.