RANGE ROVER EVOQUE
PULSE OF THE CITY

Watch case study

“THE NEW VEHICLE TAKES CENTRE STAGE

WITH ITS INTERACTIVE MARKETING CAMPAIGN”

Harper's Bazaar

Range Roger Evoque

The Challenge

How could we overturn the conventions of car launch advertising to make Range Rover Evoque a people powered brand?

The platform

The ‘Pulse of the City’ project was an 18-month programme that brought some of the best cities in the world to life through the people and things that make them incredible. We made wireframe street art; produced music videos; launched fashion collections; hosted technology fairs; made interactive films in Hollywood and created a comic book inspired miniseries with talent as diverse as OK GO, Surface to Air and Victoria Beckham.

The response

This project was a ground-breaking multi-platform approach which eschewed the traditional launch marketing practices and channels. 500,000+ people got involved across 17 cities, with 50,000+ pre-orders (over 30,000 more than predicted) and generated £45m worth of press coverage globally.

RESULTS

  • 6 Weeks

    Car sold out in advance

  • 52 K

    Pre-orders

  • £45M

    ESTIMATED GLOBAL
    COVERAGE VALUE