Past Winners

2013 Winners & Shortlists

#LRINSTASURVIVAL

Silver
ClientLAND ROVER
ProductLAND ROVER
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryMobile
CategoryVIRAL MARKETING & MESSAGING FOR MOBILE
Title#LRINSTASURVIVAL
Product/ServiceLAND ROVER
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

Brief Explanation

Land Rover wanted to promote their recently launched Instagram account and promote the classic adventurous spirit of Land Rover owners. They wanted to show Land Rover’s knowledge and establish its vehicles as the best cars for off-roading in the Middle East. Whilst a Land Rover can take on any obstacles it faces, once drivers step out of their vehicle, they are at the mercy of Mother Nature. So we invited every Land Rover driver going on an adventure to send us a picture on Instagram along with their location or destination, and replied with a survival tip within minutes. For each request, we researched every possible danger, every animal indigenous to that location, and the impact of the weather on the different terrains people could encounter there, and made sure the tip would actually be helpful to people. 10 days after launching our campaign, we answered 16 requests for survival tips, each garnering up to 100 likes on Instagram and 700 likes and 80 shares on Facebook, an increase of 30% in interactions on Facebook and Instagram.

Credits

Name Company Position
Shahir Zag Y&R Chief Creative Officer
Joseph Bihag Y&R Creative Director
Guillaume Calmelet Y&R Copywriter
Beatriz Carosini Y&R Art Director/Copywriter
Amin Soltani Y&R Head Of Production
Gitten Tom Y&R Retoucher
Pierre Farra Y&R Account Manager
Jean Atik Jaguar Land Rover Marketing Manager
Links
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