CREATIVE SHOWCASE

The driver's perspective puts users inside the Range Rover and invites them to explore the vehicle. Users can choose a day or night view, can open and close windows, manipulate the sunroof and sample other features. The artist's perspective transfers the user from the vehicle to the seashore. Focusing more on the lifestyle aspects of the Land Rover brand, the user can watch behind the scenes video, read a brief history of land/sand art and view a small gallery of sand art images.

Above all, the main business objective here is to educate consumers about the new features of the 2007 Range Rover and facilitate the shopping process while building brand perception and purchase consideration of a Range Rover. Because the Land Rover brand has a high emotional connection with its consumers, the site needed to immerse users in a world that reflects all aspects of the brand's identity.

Partnering with Barrett Newton Interactive and Rocket Studio, Young & Rubicam Brands' Wunderman digital team was able to push the boundaries of traditional technology and usability. Using web-optimized high resolution photography and streaming video that demonstrate the beauty of the vehicle, without sacrificing load times for the user, traffic to the site in October reached an all-time high for 2006. Generating over half a million unique visitors, strong interest in the vehicle has been evident.  

More than 80 percent of the users explored the site using the driver perspective and 27 percent from the artist perspective. Those who viewed the site from the driver perspective showed greatest interest in navigating the vehicle's cockpit (17K unique visitors); more specifically, those users also clicked on the navigation system (14K unique visitors). The behind the scenes video was also very popular (10K unique visitors).

Overall, the average site dwell time reached a 2006 high of almost five minutes per user.
-- Land Rover Brand Team, Irvine

I enjoyed exploring this site. The photography is amazing (and loaded quickly), the art direction clean and the tour of the car features everything you'd expect for the demanding Range Rover consumer. I loved the "night view" option, and the camera shift from cliff to beach was pretty sweet.

I also liked learning about other things that aren't necessarily car related. I'd never have expected to read about Fibonacci's Number on a website about an SUV. The video featuring the artist and his philosophy was good to see, as well.

The "Reveal" aspect of the site was cool enough that I found myself wanting to do it more-- kind of a "Where's Waldo" for the nature set. The only thing I'd put on my wish list is more interactivity during the car tour. Instead of clicking a button that says "Open Sunroof," I'd like to click a real button in the car. However, these are small details. Nice site all around.
-- Chris Gatewood, creative director, Freestyle Interactive

This really was an amazing site to go through. To me this was a real maturation of what Ford did with the F150 site a couple years ago. The whole team on this project really did an amazing job on both and artistic, as well as marketing/business/technical side.

I really enjoyed the clean use of technology in all the right places, but without ever having to wait. We all become pretty impatient with load times, and one thing the brief mentioned was that the interactive team was really concerned about the wait times Flash sites can have. They did a great job at those load and transition experiences.

I have nothing but the highest praises for this site, and from the brief, it sounds like the site visitors agreed.
-- Keith Pape, senior partner/vice president, FrontGate Creative