Pulse of the city
Range Rover
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Launching the Range Rover Evoque was a pivotal moment for the brand. At the time they were fighting a rising tide of negativity againts 4x4 vehicles. They needed to appeal to a young urban audience and demonstrate that Range Rover is a modern technology-driven brand.
The campaign aimed to position the car at the heart of contemporary urban life on a global scale.
The campaign aimed to position the car at the heart of contemporary urban life on a global scale.
Results
16 countries, 17 cities
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16 countries, 17 cities
500,000+ people got involved
50,000+ pre-orders of the £65,000 Evoque
(the target was 19,000)
1st year’s target orders were achieved before the car even went on sale
£45 million worth of earned media coverage generated
FWA of the day
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helloevoque.com
At the center of the campaign was an online platform that housed the stories from all the artists, designers, architects, chefs and other creative brand ambassadors.
DERİN SARIYER / Istanbul
HENRY HOLLAND / London
HANS VAN WOLDE / Amsterdam
Online launch film
What’s the pulse of your city?
Pulse of the city app
People were invited to track their journeys through the city and share them with friends.GPS Parade with OK GO
To activate the app, the band OK GO hosted a parade on the streets of L.A.SHOWstudio partnership
A film by Nick Knight launched the new Range Rover Evoque special edition. Designed by Victoria Beckham.House of Holland lookbook
Henry Holland takes to the streets of London to shoot his new collection while tracking his journey with the app.
A user’s journey mapped by the Pulse of the city app.
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