Magazine article Marketing

ADWATCH: Freelander Emphasises Evolution as a Premium Brand

Magazine article Marketing

ADWATCH: Freelander Emphasises Evolution as a Premium Brand

Article excerpt

Land Rover's latest activity highlights improvements to its 'highly developed' SUV model, writes Samuel Solley.

It's hell out there in the compact sport utility vehicle market.

This burgeoning and highly fashion-conscious sector is more competitive than ever and, after several years at the top, Land Rover's Freelander was in need of a revamp.

The 2004 Freelander model is now on the road - and on television. A global TV and print campaign by Rainey Kelly Campbell Roalfe Y&R broke in January and appears at number 18 in this week's Adwatch table, with a recall of 40%.

The 40-second ads have an urban feel and highlight improvements to the latest model. The work aims to establish the Freelander as a contemporary premium brand.

The campaign focuses on a 'highly-developed' theme, showing a series of Freelander drivers who turn out to be far from ordinary. They all boast a 'highly-developed' skill, such as running extremely fast or a heightened sense of sight. …

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