Sales email campaign and microsite to launch a new version of a much-loved classic
Responding to the nuances of your target audience
The client
Land Rover
The challenge
Range Rover drivers are - and we mean this in the nicest possible way - a unique bunch of oxymorons. While they love the rugged, go-anywhere nature of their vehicles, they’re equally attached to the refined luxuriousness they provide. What's more, they don’t mind that driving a Range Rover says, ‘I’ve made it’, in a more understated way than most luxury cars. Our job was to launch the new Range Rover by tickling the interest of prospective owners with a series of emails that seduced them into requesting more details or attending a launch event.
The solution
The invitation had to generate responses. So we focused on selling. We attracted the interest of Range Rover enthusiasts then stimulated their desire by enthusing about the benefits of the new design. The tone had to be just right: a balancing act between respecting heritage and promising revolutionary features. To achieve this, we applied a nuanced tone of voice to produce a series of informative yet aspirational emails. Presenting carefully selected key messages, we evoked the brand’s past while focusing on its future.
The writing
THE ALL-NEW RANGE ROVER
The bold evolution of a design icon. The fourth generation Range Rover will be revealed to the world on September 6th.
The results
Highly satisfied with the copy, the agency repurposed some it for the launch microsite. The Range Rover launch events were a massive success with Land Rover reporting record sales of the new model.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson and Joe Richardson
Agency: Imagination
Client: Land Rover
