Leading The Way
After 5 decades of breaking countless automotive records, being exhibited in the Louvre as a design classic and becoming the vehicle of choice for James Bond, the worlds greatest explorers and the Queen, Range Rover wanted to celebrate its half century with a campaign across The Times. Utilising our full portfolio from print, digital, video and radio we created a star-studded celebration that showcased Range Rover as ‘Leading the Way’ for more than 50 years.
Video Series
Centering on our audiences passion points we worked with some of the biggest past, present and future leaders from the UK to create an emotive and moving video series.
Naomie Harris
Actress Naomie Harris talked about her illustrious career and how it felt to go toe to toe with James Bond. She spoke candidly about her conscious decision to choose more leading roles to reinvent herself.
Sir Ranulph Fiennes
Sir Ranulph Fiennes took us on a reminiscent journey of his extraordinary life that has given him the moniker of the world's greatest living explorer. From what it takes to conquer Everest as an OAP, to taking on the most gruelling of races, the Marathon des Sable at 73.
The Times Print
We further utilised our talent within the print edition of The Times throughout the book, adding World Cup winner, Martin Johnson who spoke about how he helped lead the charge on professionalism within the sport that he dominated for the best part of two decades.
Within a glossy 8 page pull-out in The Times magazine and online within a premium native article series, we created a visually engaging history of the astonishing feats that Range Rover has created over the past 50 years. We also highlighted their future ambitions featuring their new hybrid models, a real example of how the brand will be leading from the front for the foreseeable.
The Times Magazine 8 Page Pull-Out
Premium Native Article Series
The Times Radio Sponsorship
The four-month sponsorship of the Drive show on Times Radio – the first sponsorship of the primetime show – continued our theme of leading the way, creating bespoke features on the John Pienaar and Cathy Newman shows featuring interviews with the leaders of today.
These features, ‘The Ladder’ on Fridays with Cathy Newman and ‘Leaders’ on Tuesday’s with John Pienaar, showcased leaders throughout the world with guests including, Naomi Cambell, Tanni Grey-Thompson and Alexandra Shulman amongst others.
Results
The campaign generated massive engagement from readers, listeners and viewers, with 448,000 YouTube views of the videos and 64,000 unique views of the native articles. Adwoa Aboah’s video was the best performing commercial video ever posted on Sunday Times Style.
54% of News UK’s readers and listeners recalled at least one element of the campaign and two-thirds of Times Radio listeners recalled the radio activity. Amongst those who recalled more than two elements of the campaign, there was an uplift of 31% of those who agreed with the statement that Range Rover’s are ‘driven by life’s leaders/successful people’, an iportant benchmark in perception of the brand.
In terms of consideration, there was a 103% uplift in readers who recalled the campaign of their agreement that they were likely to consider Range Rover for their next car purchase, and 77% of those who recalled the campaign intend to take action, with the most intended action being to book a Range Rover test drive.