Land Rover - Discovery Launch

Idea

Rebel & Soul were briefed to curate a car launch which brings the essence of Land Rover to life showcasing the evolution, resilience and dynamism of the All New Discovery in various terrains. Our idea? The All New Discovery is a family car so we created an environment that appealed to both the young and the old, offering them the opportunity to experience Land Rover in various terrains.

Approach

We designed a three day launch and fluid space that guided guests through merchandise showcase, interactive activities and gave them the opportunity to test drive the Land Rover on a custom built structure reflective of terrains. We hosted bespoke high teas, inspired by terrains, and curated a launch sequence which played homage to the history of Land Rovers, using state of the art AV and special effects. There was a VIP launch party, a kids zone, a light show and digital registration.

Results

Full house of guests and media for the launch party
Three sales requests to purchase on the spot during the event
384 guests were given the opportunity to test drive during the launch weekend with 100% take up for test drive slots
48 Media personnel experienced test drives during the media preview

Memories Created:
2986