Range Rover Sport - A Very British Car Launch... Making Lightning and Thunder

Facing competition from the German car manufacturing giants in the SUV market, Land Rover worked with Imagination and a team of integrated agencies to create the ‘Driven to another level’ concept for the 2013 launch of the Range Rover Sport. The campaign signified a shift in Land Rover’s marketing model from paid advertising to shared experience content, using a strategy of live events, experiences, storytelling content and social media to push pre-launch sales. The campaign achieved incremental revenues in excess of £200m and a ROMI of £60 per £1 spent.