The idea behind 2013 Launch of the new Range Rover Evoque was executed as a social experiment. The brief for the car designers was to build a car with presence. To see if they fulfilled the brief we created The Presence Project. We parked the never before seen car in the middle of the busiest places in the world and let the cameras roll.
The Gilt Group Evoque package sold in 11 seconds. The Range Rover Evoque iAd created for both the iPhone and iPad exceeded all existing benchmarks. The average time spent for the iPhone iAd was 77.5 seconds, beating the industry average of 60 seconds (the auto industry avg. was 65 seconds). The iPad produced an average time spent of 80.1 seconds, beating the iPad iAd industry average of 60 seconds. The Evoque iAd also exceeded industry benchmarks for tap through rate (Our Result: .59%, iAd Average: .50%) and views per visit (Our Result: 8.10, iAd Average: 3.00). NY Times takeover. Within a 24-hour period, the creative generated 24,000 total interactions, representing 0.29% Engagement Rate. There were 97,000 total visits to the GWS (a new record, previous high was 64K), and 10,785 direct visits to LandRoverUSA.com from New York Times homepage. 89% of visitors were new to LandRoverUSA.com, and the average time spent on the site was 3 minutes 21 seconds. The site launched in tandem with the wider integrated, media launch on 10.3 and remains live to date. Between 10.3.2011 and 1.4.2012 - For the 238,192 visitors to the site, the average time spent was a staggering 13 minutes and 12 seconds. This is almost DOUBLE the average 6 minutes 56 seconds average time spent engaging with the GWS prior to the launch of this section. Similarly, the number of pages viewed by visitors has doubled from an average of 6.25 pages per visit to 12.55 on average.
Work done in collaboration with Y&R/Wunderman NY | www.yr.com