Range Rover Evoque Campaign Emphasizes Interaction

June 14, 2011

Range Rover has rolled out an impressive campaign to launch the 2012 Evoque. The initial launch event in July 2010 showcased the new compact SUV model, the smallest of the Range Rover line. The Evoque has all of form and function of other Range Rovers, but with greater fuel-efficiency because it 35% lighter than the Range Rover Sport. The launch event was held at Kensington Palace in London in a partnership with Vogue magazine, and closely resembled a fashion show, (appropriate given that Range Rover named Victoria Beckham as the creative design executive behind Evoque.)

Recently Range Rover has been ramping up its marketing with a trans-continental concert event May 21st featuring Cee Lo Green in Times Square, Paolo Nutini in Milan and Mark Ronson in Shanghai performing simultaneously. Evoque models were lined up on the square along with interactive displays, so that attendees could look “under the hood” of the new vehicles. This is part of a 100-city global Evoque tour that Range Rover is calling “The Pulse of the City,” playing off the Evoque’s city-friendly size and style.

 To capitalize on the personalization trend we have seen in so many new product introductions, Range Rover hired The Brooklyn Brothers, and Somesuch & Co to produce an interactive online promotional video, Being Henry. The trailer coaxes viewers to visit the website and make in-video choices for the protagonist, Henry, by dragging him or clicking on options – like a modern, interactive “Choose Your Own Adventure.”

The video is quirky, and the events that unfold are hilariously unexpected. The video theme supports the Evoque’s customizable features, as well as the tag line Range Rover is using for the vehicle: Where will you end up?

 Following the trend of stylized, smaller vehicles like the Mini wagon and Nissan Juke, the Range Rover is an SUV that provides an attractive, more fuel efficient option at a time when gas prices are rising precipitously.


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