We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Hibernot
  • Enjoy This Grey and Pleasant Land
  • Hibernot

Hibernot

Client: Jaguar Land Rover
Brand: Land Rover Range

Challenge

With the benefit of strong order books in hand, Land Rover needed to take the opportunity to build for the future. Impressive growth in recent years had been driven by market-leading new vehicle launches, including the Range Rover Evoque and all-new Range Rover Sport. However, with so much focus on cold, hard product, brand equity wasn’t just lagging behind, it had started to slip. Land Rover needed to re-discover the charm and character, synonymous with the brand’s heritage and status as a British icon.

Winter felt like the ideal canvas for our brand-led activity, thanks to Land Rover vehicles’ unrivalled capability in adverse conditions. Our aim was to make the most of this opportunity, by using insight to make an emotional connection with our audience in a way that only Land Rover can.

Land Rover’s target audience are united by an attitude that’s about living life to the full. They work hard in their professional lives, but they also have broad horizons and strive to get the most from their free time. So, when the dark days, chilly winds and cold slush draw in, they’re not the type to baton down the hatches. They believe the British winter is there to be enjoyed for all its dramatic beauty. As a brand, Land Rover embodies this philosophy.

Solution

Land Rover’s first seasonal engagement platform. A truly through-the-line campaign to inspire, involve and celebrate making the most of the British winter.

Hibernot isn’t about Land Rover vehicles, it’s about Land Rover people. It’s a big, inclusive idea that articulates a shared philosophy. In addition to the reach and impact provided by traditional media, digital was the natural place for the campaign to live, enabling people to join in the conversation.

According to a survey of 5,000 British adults, ‘talking about the weather’ is the top trait that makes us unique as a nation.*

We all like a moan from time to time about our country’s erratic winter conditions and general greyness, but while there are some who shy away from it, others embrace its unique beauty.

Results

The campaign launched via social media and in only the first 2 weeks, nearly 5 million people had been reached by the Hibernot message.

Total user engagements to date have grown to 3,419, with a total cumulative ‘reach’ of 65,526,810.

Your session will expire in xx.xx
Continue or Log Out