Form Follows Function

Background

People needed to know that there are two sides to every Land Rover - the heroic and the practical. The yin and yang, if you will, of legendary Land Rover capability -proven both on-road and off. This duality of purpose is the core idea behind the Land Rover brand. The agency had to create interest and consideration in a target audience of affluent individuals to drive incremental vehicle sales and deliver positive ROI.

Idea

Wunderman took the traditional polybag, used for delivering newspapers, and branded it with a message combining the iconic, go-anywhere nature of the Land Rover ethos with a simple public service announcement urging people to pick up after their pets. The message, coming as it does on what amounts to a large plastic bag, actually gives the recipient a tool to aid in keeping the neighbourhood and world a tidier place. The result: the very epitome of dual-purpose capability. Target homes were selected using home ownership and income data modelled on best Land Rover prospects and supplied by newspapers.

Inside the polybag was a poster containing dramatic images and copy to capture the capability and accomplishments of Land Rover vehicles. The poster drew on the brand’s heritage and leveraged its 60 years of history in connection with celebrated experts in the fields of exploration, scientific research, peacekeeping, humanitarian efforts and conservation. "

Target audience

High-income individuals living in upscale communities.

Volume/size of the campaign

Eight USA major metropolitan markets - 600,000 homes

Our Thoughts

The idea of re-using the polybag in which your newspaper gets delivered (in the US, that is. In the UK it just gets wet.) as an elephant poo-bag is nice. It makes the point quickly that a Land Rover is for Serengeti as much as it’s for getting to the shops. Thus, the immediate logic flip is it’s big and safe when all you do use it for is trips to the mall.