Campaign: Second Opinion

BMW GB corporate communications director Chris Willows has overseen campaigns for the car manufacturer

Land Rover has produced 4X4s, and only 4X4s, for almost 60 years and the company has acquired very clear and strong brand values.

The challenge for Land Rover during the past few years has been that every self-respecting car manufacturer wants a slice of the burgeoning 4X4 market. Since the apocryphal 99 per cent of all 4X4 drivers face nothing more challenging than a city kerb or a gravel driveway, competent mud-plugging ability is a valuable bragging right at cocktail parties rather than an indispensable asset.

Yet Land Rover's decision to emphasise off-road credentials was both predictable and sensible since this is its perceived USP. It might also have the benefit of drawing the fire of the anti-4X4 lobby, which seems to accept the validity of 4x4s for the country community, if not for city slickers.

The positioning, therefore, was spot on. As for the event itself, car launches are entirely formulaic: the objective is to give journalists the best opportunity to evaluate the vehicle in an efficient and tightly managed programme, not to bribe them with the best hotel and restaurant.

Driving must be the principal focus. This launch was true to that principle, but not especially creative.

Its execution was successful and the results speak for themselves.

Creativity: 2

Delivery: 4


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