Land Rover use DM to forge a connection between the brand and an adventurous spirit and the car's off-road capabilities.
The Arabian Desert is one of the most extreme environments known to man - even the most experienced driver can quickly succumb to the harness of the desert. While Land Rover vehicles can take on any obstacles in the desert, the same cannot be said of their owners. Sandstorms, deadly animals and sinkholes are just a few challenges they might encounter.
So Land Rover used a tongue-in-cheek spin on this fact to forge a connection between the brand and Land Rover owners, promote the adventurous spirit of the brand and re-inforce the car's off-road capabilities.
- Brand Stature,
- Brand Awareness.
Their tongue-in-cheek spin built on the fact that Land Rovers would survive the extremities of the Arabian Desert, but the same could not be said of their owner. They created a desert survival guide that not only gave readers extreme tips for survival in the Arabian Desert but, as a last resort you could eat it. Made out of edible paper and ink, its metal bindings could be used as skewers and its reflective packaging to signal for help. The guide was mailed to 5,000 Land Rover owners and prospects and given away in showrooms.
The guide was a huge hit - featuring on more than 100 blogs and a magazine and rapidly disappearing from shops and showrooms.
Overall, the book earned over $250,000 of media impressions with zero media budget.
All this interest resulted in test-drives in the UAE increasing by 37%. The Land Rover showroom in Dubai became the Regional Top Sales Dealer for Land Rover with sales up 40% compared to the previous year.