Land Rover Seeks Modern Sense of Adventure
The British automaker is using direct response print ads, television spots and online banners to drive traffic to the campaign centerpiece site at www.findyouraq.com. The site lets users test their "adventure quotient" as a way to pique interest in the LR3.
"We were looking to establish Land Rover as a brand that leads in inspiring adventure," Natalie Bow, advertising and media manager at Land Rover, Irvine, CA, said yesterday. "Adventure is a concept that is well associated with our brand, and we wanted to get across the idea that adventure is in everyone and it can mean different things to different people."
The LR3, first in a series of alphanumeric models now in style at Land Rover, replaces the Discovery model. It has a Jaguar-sourced 4.4-liter 300bhp V8 engine for off-road use, a six-speed automatic gearbox, permanent four-wheel drive and fully electronic air suspension. It can seat seven adults. Pricing will be announced in October.
Created by Wunderman and Young & Rubicam Brands, Southern California, the AQ theme positions Land Rover as the expert in adventure while letting consumers explore what that word means to them.
Visitors to findyouraq.com see a site full of details on the new SUV. There are links to the car's microsite, a repository of the TV spots and the ability to forward information to friends or contacts.
But the main attraction is the quiz. Participants are asked 15 questions. The personality type emerges based on the answers chosen and after a pattern is established.
Questions include: Which are you most likely to vacuum from your car floor mats? The choices are beach sand and potato chips. Another query asks the furthest he or she has traveled. Choices: ZIP code, area code, time zone, hemisphere or stratosphere. Then there's one for spending 24 hours in Hawaii. What would the player do? Choices include shopping, the beach, surfing and so on.
Once the questions are answered, participants are told their type: aggressive conquering accomplisher, for instance. They can take a longer quiz, too. All they have to do is enter their name, address and e-mail details. They have to be 18 or older, and can opt in to receive e-mailed news of Land Rover or the LR3.
Plumeus, an online psychological testing firm, developed the Find Your AQ test.
"Land Rover has always owned adventure -- off on a safari or a faraway land -- and sometimes it doesn't translate well in New York City," said Dan Olson, managing director of Wunderman Irvine, Land Rover's online and direct marketing agency in Irvine, CA. "But people are adventurous. Coming up with AQ helped to restate the modern sense of adventure. Adventure is a state of mind."
The interactive efforts follow last month's release of print ads with business reply cards in automotive and lifestyle titles and six 15-second teaser spots. The TV ads depict an adventurer in a situation not suited to his type. One shows a donkey guide in an airplane with skydivers. He mentions his AQ and directs viewers to findyouraq.com.
"There's no mention of Land Rover or the logo so that we could broaden the range of people that visit the Web site," Bow said.
Land Rover's TV plan covers national and network cable and spot buys. The same TV spots play out in rich media banners. They play within the ad unit, thus not requiring a click through. Banners are served mostly on third-party automotive sites.
The goal is to generate leads for forwarding to dealers. The TV, online media and print all bear the Find Your AQ theme as they deliver relevant content and experiences.
"Most typical car manufacturers will use TV to drive traffic to retail," Olson said. "This is specifically energizing the consumer to go and finish the story. It's really to be able to generate some buzz and visual components around the launch of the new car. It's also to gain registrants ahead of the car's launch."