Land Rover has revealed its new Land Rover Defender at the Frankfurt Motor Show.
Land Rover engaged global experience agency and long-term partner, Imagination, to create an integrated launch to ’emotionally connect’ all consumers with the iconic product.
Land Rover and Imagination’s multifaceted experience campaign includes of a global launch film and dramatic product reveal at Frankfurt Motor Show, as well as a VR experience and an AR app enabling customers to visualise the interior and exterior of the new Defender. There are also multiple opportunities for consumers to interact with the vehicle.
Imagination, in partnership with Carnage, created a product reveal film that introduces the new Defender to the world, inspired by its tagline ‘Capable of Great Things’.
The film was shot in Kazakhstan, one of the most land-locked places on earth — where the new Defender, driven by mountaineer Kenton Cool, can be seen tackling rivers and descending mountain edges. Cool, who has summited Everest 14 times, then navigates through the inspiring scenery of the Valley of the Castles, in Charyn Canyon, to reach the global reveal moment.
Premiered across all of Land Rover’s channels, the film in Frankfurt ended dramatically with Kenton Cool jumping seemingly from screen to real life by scaling an 11-metre climbing wall in the venue. This then transformed into a 42-degree incline the new Defender descended to drive out and reveal itself.
Visitors to the Motor Show, which is open from 12-22 September, have the opportunity to visit the Jaguar Land Rover Motor Show exhibit designed by Imagination. At its heart is an immersive Land Rover Defender VR experience, part of the Land Rover Labs programme.
This virtual reality experience allows visitors to travel to dramatic landscapes and see the SUV in action. The immersive experience places the audience on a helicopter where they are set a mission, to train as an aerial photographer for Land Rover’s Special Ops Media Team. The aerial view demonstrates the vehicle’s capability and all-terrain technology. Visitors can then share their ‘mission’ across all social channels.
Imagination also created media previews for the automotive press, global experience guidelines for customer events and retailer launches.
Fiona Pargeter, global customer experience director at Jaguar Land Rover, said: “The Defender launch has been truly momentous for the Land Rover family and one of the most eagerly anticipated reveals for some time. We are driven by creating experiences our customers love for life and Imagination are a key partner in delivering experiences that emotionally connect audiences with the reimagined icon.”
Ross Wheeler, global business and creative director at Imagination added: “The Defender is an extraordinary product and needed a series of extraordinary moments to introduce it to the world. It is our most ambitious launch to date and we’re proud to have been part of a campaign which matches the incredible excitement that Defender will generate as one of the world’s most recognisable and loved vehicles.”