To support the launch of the all-new Discovery Sport, we were asked by our clients to create a product film that showcased the key customer benefits that this vehicle offers: innovative versatility, stunning design and legendary Land Rover capability. As well as the main Launch film we created several market versions, a suite of technical product clips, social media edits and BTS clips that supported the ‘Adventure Gene’ ATL campaign. We produced the music track “Boom!” in house as a bespoke composition for this film to ensure that it fitted perfectly with the target audience.
This film sits within the ‘Inform’ channel of communications – squarely aimed at potential Discovery Sport customers who would like to see the car in detail and find out more about it. These customers are relatively young and possibly new to the Land Rover brand so our film – and our music – had to resonate with them, reflecting their aspirations and tastes.
Measures of Impact and Effectiveness
We can’t repeat the actual words used by Land Rover’s Design Director when he first saw the film, but let’s say he was very, very, enthusiastic about it and felt that it perfectly captured the essence of the vehicle that he and his team have worked so hard on to deliver. The film has been exceptionally well received in Land Rover territories around the world and has been cut into a TVC in Russia with other markets likely to follow.