Flash campaign microsite, video content, brand engagement, premium design, online forum
Wickedweb was appointed by Range Rover to deliver a campaign microsite to support off-the-page activity in partnership with The Telegraph.
Range Rover needed an online solution to promote the forthcoming Sport model and raise awareness. The objectives of the microsite were to showcase the luxury features of the model and promote this latest launch, with a view to educating the user and encouraging them to download more detail and book a test drive with their local dealer.
In order to achieve brand engagement, Wickedweb considered the creative execution of the microsite. The design of the microsite needed to be in keeping with the Range Rover brand values and exude luxury. This was a brand led microsite, featuring high–end photography and rich content. Wickedweb implemented the site in Flash for a slick user interface, which also allowed the functionality to come to the fore.
The Telegraph was keen to focus on the features of the Range Rover Sport, and rolled out the 4 week campaign called ‘Beauty in Every Detail’. Each week, the Telegraph focused on one feature, which worked to enhance the product positioning within the luxury space. The feature for the first week promoted ‘bespoke’ as a rationale, the second week focused on bespoke features, the third week explored technology and finally the campaign ended with a feature on architecture. The microsite supported each of these aspects.
To engage the target audience further, each feature included an interview with the relevant designer or engineer at Range Rover to illuminate how the Range Rover Sport was conceived. These interviews also featured on the microsite.
In addition to sharing the new Range Rover Sport’s conception and background, Wickedweb implemented a video to showcase this stunning new launch.
To connect with the demographic of this target audience, the campaign included a competition prize draw to win £10,000 of art from The John Martin Gallery in London. The mechanic was for the entrant to give a description on what they think is iconic design and why for a chance to win, using the online form on the microsite. The rationale of the competition was to create synergy with the ‘Beauty in Every Detail’ theme.
Underpinning the competition was a data acquisition drive to collate a database. This was an important element to the campaign, as it was used to target the audience to book a test drive.
Finally, Wickedweb created an online forum within the microsite to encourage further the conversation regarding the new Range Rover Sport and create a buzz around the brand. This was the main area of functionality for the microsite.
The number of test drives booked was delivered in significant numbers during the campaign burst period demonstrating campaign and brand awareness. The creative execution was engaging and ‘on brand’, and this was illustrated in the number of brochure downloads and subsequent test drive bookings. Wickedweb delivered this microsite within extremely tight deadlines, and were invited back by The Telegraph to work as a digital partner on further campaigns for Mercedes and Citroen.
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