Brief:
To create an intergrated campaign with at least 3 media platforms, 1 being digital. The campaign must show how Range Rover is linked to Rugby due to their official relation- ship with the IRB Rugby World Cup.
The integrated campaign must have the ability to go further and be used throughout 2014 and 2015.
To encourage brand awareness globally and to be in keeping with the brand values of thrill, poise, intelligence and presence.
Our Solution:
We have solved the problem outlined in the brief by creating an original campaign that is completely different from other car commercials. The risk within our campaign shows confidence and gives the impression that our campaign will stand out from the rest.
We have demonstrated that we are able to expand the brand values through the use of personalities, allowing the audience to feel directly involved with the campaign. We have presented this through creating an integrated campaign including four main media, including our web design as our digital platform.
There are subtle links to the Rugby relationship that the Range Rover brand share with IRB through the inspirational copy, using game references, as well as the motivational voice used, resembling a team talk at the beginning of a rugby match.
The campaign that we have created can easily be expanded globally due to its diverse imagery and the use of lexis similar to that used in campaigns by global brands such as; Nike, Chrysler and Adidas.
Our campaign is in keeping with the brand image, through colour, design and simple style. The copy uses the well know sign off: “Go Beyond”, enabling the brand to be recognised through sound. The values have also be kept to by creating a campaign that will thrill our audience through the use of intelligence and poise, whilst also giving a large and significant prsence to its consumer market