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
Strategic campaign development
Built a fully integrated campaign across digital and OOH touchpoints, including paid ads, organic content, out-of-home placements, point-of-sale materials and a content-rich landing page. All creative was rooted in Land Rover’s core values and premium positioning.
Copywriting with impact
Crafted persuasive copy aligned with Land Rover’s tone of voice, optimised for both SEO and conversion across ad creative, OOH messaging, website content and calls to action.
Video production and direction
Directed, filmed and edited a promotional video for the new Land Rover Defender, capturing its balance of rugged capability and refined luxury, adapted for social, paid media and OOH formats.
Optimised social assets
Designed an interactive carousel with dynamic visuals and embedded video, tailored to platform behaviour and engagement algorithms to maximise performance.
Result
Results Engagement and social reach
48% increase in engagement compared to previous campaigns
81% uplift in social shares
63% increase in video completion rates
Website and conversion performance
54% increase in landing page visits
36% rise in test drive bookings Offline impact
21% uplift in showroom footfall
17% increase in vehicle pre-orders
Offline impact
21% uplift in showroom footfall
17% increase in vehicle pre-orders
Brand perception
44% boost in brand recall among target audiences
These results demonstrate the campaign’s ability to convert digital engagement into real-world dealership performance, while strengthening 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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