Cannes Lions
Y&R SOUTH AFRICA, Cape Town / LAND ROVER / 2016
Overview
Entries
Credits
Description
The campaign, which consisted of three executions, titled ‘Coming through the gate’, ‘Obstruction’, and ‘Holding on’ sought to apply the laws of rugby to scenarios from everyday life.
In each of the ads, an overly serious and whistle-yielding referee bursts onto the scene and announces a penalty for various errors. A husband trying to sneak into his house behind his furious wife’s back, a wife obstructing her husband’s view of an undressing female neighbour, and an electric drill-snatching friend are all reprimanded by the referee – complete with audio commentary to mimic an actual rugby game.
Execution
Implementation:
We spread the videos across social media (FB/Twitter and YouTube). They were released a week apart from one another in order to keep the clips fresh and shareable and also create some anticipation from our online audience.
Timeline:
October 2015 during the Tournament
Placement:
Youtube
Scale:
South Africa with global release across social media
Outcome
TOTAL CAMPAIGN:
Engagement Rate : 19.46
Number of views: 610 447
Impressions: 784 237
Reach: 2 376 727
Most successful AV in Land Rover online history Globaly