When Land Rover decided to launch its first release outside of the Range Rover model in four years, the brand knew it was going to be selling to consumers who were overwhelmed with messaging from automotive manufacturers. To cut through the clutter in a way that highlighted the new Discovery Sport to its target audience, adventurous Millennials, the brand developed a dynamic branded watch face for the Android Wear smartwatch. The watch face changed according to the user's location, encouraging consumers to get out and explore to see how the watch face reacted. Through this innovative approach, Land Rover was able to reach its target audience and develop an experience that made them consider the Discovery Sport.
Objective and Context:
Land Rover's strategic objective was to drive awareness and build affinity with consumers for the new Discovery Sport vehicle, the brand's first release outside of the Range Rover model line in more than four years. Discovery Sport consumers have a spirit of adventure, driven by their thirst for discovery and new experiences. However, they are also suffering from information overload, making it difficult to find authentic and true sources to fuel their hunger. To allow consumers to identify and connect with the Discovery Sport's spirit of adventure, a campaign activation idea was developed: "Discover the #Undiscovered." KPIs were measured on engagement per platform depending on the marketing tactic.
The Discovery Sport’s target audience was adults ages 25 to 34 with a household income of more than $75,000. They are thrill seekers and constantly looking for their next adventure. This audience spends their leisure time pursuing new experiences in the natural world. Since the Discovery Sport was intended to be Land Rover’s most “accessible” car yet, the messaging needed to appeal to Millennials and their passions. Land Rover conducted market research and found that the Discovery Sport’s target audience was 66 percent more likely to use an Android mobile device compared to the total population on Facebook and almost three times as likely to use an Android device compared to an Apple device.
As part of the strategy, Land Rover created a framework to fuel its audience's hunger for adventure. The brand wanted to provide consumers a way to discover adventure in the world around them by delivering curated experiences and providing a utility that facilitated discovery and sharing. The centerpiece of the Discover the #Undiscovered campaign was a custom dynamic watch face for the Android Wear smartwatch through a partnership with Google. The design featured a defined background image for each day. Meters on the watch face gauged temperature and altitude based on the user's location, and when altitude changed, the image moved accordingly. This subtle image-changing effect rewarded users for their constant movement and exploration while also aligning Land Rover with its adventure-seeking, thrill-pursuing target audience.
Overall Campaign Execution:
To capitalize on these active adventure seekers, the custom Android watch face's dynamic features rewarded users for their movement and exploration. The watch face also integrated location and weather data as dynamic technology triggers to create an immersive experience.
Approximately 30 percent of the total campaign budget went toward mobile. The media budget for promoting the watch face specifically was much smaller, as Land Rover targeted only consumers who had an existing Android Wear device. The brand identified consumers who had installed the Android Wear app on their phones, and delivered media placements that linked to the app store where consumers could directly download the Land Rover watch face.
The luxury automotive arena was significantly cluttered, making discovery of new vehicles an overwhelming proposition to the target audience. Additionally, while auto brands have ventured into Internet-of-Things initiatives for marketing purposes, like connected cars and augmented reality features, there hadn't previously been a scaled execution with wearables.
Thanks to the Discover the #Undiscovered campaign, Land Rover saw its historically hard-to-move brand awareness increase by 14 percent. Discovery Sport awareness among Millennials grew significantly, from 18 percent to more than 58 percent in six months. This initiative also contributed to Land Rover being the fastest-growing car brand in the U.S. in 2015, solidifying the Sport's introduction to the marketplace.
The watch face as a standalone tactic received positive press and reviews in the app store, though measurement still continues to be a challenge due to no industry-wide accepted measurement of smartwatches. The app scored 4.4 out of five stars in the Google Play store, and 14 percent of visitors who viewed the watch face in the Google Play store subsequently downloaded it.