Task
While working in-house at Harwoods Group, partner with Land Rover to elevate brand presence and engagement across dealership marketing channels, including digital and OOH. Create a campaign that reinforces Land Rover’s premium identity while driving engagement, conversions and showroom visits across the Harwoods network.
Approach
Develop a fully integrated campaign across digital and out of home channels, including paid and organic social, out of home placements, point of sale materials and a content rich landing page, with all creative rooted in Land Rover’s core values and premium positioning. Craft persuasive, SEO optimised copy aligned to Land Rover’s tone of voice across ads, OOH messaging, website content and calls to action, direct, film and edit a promotional video for the new Land Rover Defender showcasing its balance of rugged capability and refined luxury, and design high performing social assets including an interactive carousel with dynamic visuals and embedded video, tailored to platform behaviour and engagement algorithms.
Result
Deliver strong results across engagement, conversion and brand perception, including a 48% increase in engagement compared to previous campaigns, an 81% uplift in social shares and a 63% rise in video completion rates. Drive a 54% increase in landing page visits alongside a 36% uplift in test drive bookings, while also generating clear offline impact with a 21% increase in showroom footfall and a 17% rise in vehicle pre orders. Strengthen brand perception with a 44% boost in brand recall among target audiences, demonstrating the campaign’s ability to turn digital engagement into real world dealership performance while reinforcing Land Rover’s premium positioning across the Harwoods Group network.
Client
Land Rover
Category
Awareness Campaign
Role
Design Lead
Year
2022
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