Launch the Land Rover Explore phone to the South African market and educate audiences about the unique features and lifestyle attributes of the phone, against competitors Apple and Samsung.
Land Rover is recognised as one of the most powerful outdoor brands globally, but not known as a mobile manufacturer. There was a big PR and education job required in this category.
Drive consumer awareness, engagement and demand for the Land Rover Explore mobile phone that would encourage operators to list the phone (MTN and Vodacom) and thereby assist in driving sales.
PDC conceptualised the Land Rover Explore Challenge, that included working with 4 of SA’s top lifestyle digital influencers (@unclescrooch, @thelawry, @vaughanmac_, @seth_shezi) to participate in an Amazing Race activation. The influencers were selected based on their combined reach of 233 499 followers.
The Land Rover Explore More Challenge included a day of 4 high energy, adrenalin fuelled challenges that each influencer could only complete with the participation of their large community of followers. Each activity had a clue that needed their community to answer via Instagram – the answer of which was based on the attributes of the phone and could be found on a bespoke Land Rover Explore More microsite. The influencers would send the clue to their community, direct them to the microsite to find the answer, and the community would DM answers back. Thereafter the influencers could proceed to the activity, and upon the completion thereof, receive a clue to the next activity.
4 Influencers generated 201 authentic brand-centric posts across various channels, that were further shared across Land Rover Explore’s owned channels.
The influencers’ credible content and endorsement of the phone assisted in educating and shaping opinion within the target audience. Post the challenge we saw a spike in engagement and brand interaction, with a lasting upliftment in brand search and mentions.
The influencer generated content will live on as a powerful point of reference for any user researching the phone as a purchase consideration.