We turned six legendary drives and two incredible vehicles into a lead-generating machine.

Facing increasing competition in the luxury SUV market, we set out to reinforce the legendary capability and luxury of Range Rover, maintain their flagship status and, most importantly, increase sales. Targeting 100k potential leads, the goal was 440 vehicles or 0.44% sales conversion over a six-month timeframe.

Our solution was to showcase six curated drives. Drives that romanced the notion of travelling through unforgettable landscapes, while organically demonstrating the key features of each Range Rover vehicle in a variety of different terrain. And in doing so, tease the experience of Range Rover ownership. Conceived to be media agnostic, Unparalleled Journeys effortlessly lived in CRM, eCRM and social.

We leveraged a combination of Facebook Canvas, paid posts, and influencers as part of a social strategy that complemented the CRM. For our Facebook Canvas that meant creating an immersive experience that letting people explore the Unparalleled Journey of 17-Mile Drive in greater depth.

To resonate with our affluent target, we meticulously crafted a mixture of curated photography, commissioned illustrations, elegant art direction and quietly powerful copy into something that felt more like a coffee table book than a piece of CRM.

Like its content, the success of Unparalleled Journeys was also unparalleled. Not only did it hit its sales goals, but it received numerous accolades and awards.