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Adrenaline Rush

July 14, 2005

TheNewRush.com introduces viewers to the heady experience of driving a Supercharged Range Rover.

Creative Notes

Firefox compatible.

Campaign Details

Client: Land Rover North America
Creative Agency: Wunderman, Irvine (A division of Y&R Brands)

Campaign Insight

Your heart is beating faster. You are anticipating the unexpected, reach an adrenaline high, breathe, and then slowly float in a moment of transcendence. TheNewRush.com is a multisensory, dynamic, energetic online experience, introducing consumers to the all-new 2006 Supercharged Range Rover Sport.

Designed to convey the performance of the Range Rover Sport, Wunderman Associate Account Director Gabrielle Windsor says, "The importance of creating an interactive environment where the consumer can be immersed in the dynamic nature of the sports-tourer is an essential objective for the site, as well as being a complement to the print, 30-60-second TV spots, and other integrated components."

The website is significant because it is the first launch site for Land Rover, as opposed to the historical use of microsites during prelaunch phases or for future vehicles. Michael Davis, Wunderman associate creative director, explains, "The idea of the TheNewRush.com was an unexpected move for Land Rover because the all-new Supercharged Range Rover is unlike any other vehicle Land Rover has come out with. So the site had to combine new with tradition of the brand."

An example of this digital marketing blend can be seen in the way the consumer receives product information. The site tells a story from two perspectives: that of the driver and the passerby. Created in Flash and Photoshop, TheNewRush.com is a launch site that extends beyond the product launch and portrays the brand. The use of 3-D modeling and animation to achieve the continually moving feel is designed to keep the consumer engaged with the site. Zac Ryder, Wunderman Creative, shares, "It's (the site is) like magic. We tried to capture that moment where the world slows down and your senses take over no matter what role you are in. The Range Rover Sport is a rush to drive, to be seen in and to see for the first time. Yet, while experiencing all of this, you are being educated about the vehicle."
-- Land Rover Brand Team, Irvine, CA

Editor's Note

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

The Panel

I think the whole new campaign for Land Rover is really well done. The agency has done a commendable job positioning the new Range Rover Sport as a sleek and sporty alternative to the Range Rover.

While I think that this microsite is really well-designed and very cool looking, I must admit that I was a little confused by the concept. I spent a good deal of time trying to figure out what the site was supposed to do. I clicked around on the people and hotspots and expected that it would lead somewhere.

The site is a very cool-looking way to display information that you would find in the brochure, however I was expecting something more useful and interactive and, ultimately, more entertaining.
-- Daniel Stein, managing director, EVB, Inc.

I enjoyed exploring this engaging and surprisingly deep site... and I'm not even an SUV kind of guy! The cinematic high-velocity opening sucked me right in, and I promptly got involved by the passersby in the distance, the ability to get a glimpse of the dashboard, and, of course, the three curious spectators standing right in front of the car.

Then, however, I became confused. When I moused over the downward-pointing arrows they popped up captions like, "don't stare." Clearly, this was supposed to be a dialogue bubble of the spectator's thought, but it took me two minutes to realize that they were also clickable. Once I clicked, the additional riches of the site became apparent (don't miss the different 360 degree views). Some pages are slow to load (in particular the one that shows you the different options for exterior colors), and it was easy for me to forget which pages I'd already visited, but overall I found myself more interested in the Range Rover Sport after I'd seen the site, which is the point of the exercise.
-- Brad Berens, executive editor, iMedia Communications, Inc.

Footnote: Submissions are judged by a panel of industry experts from and based on the following criteria: how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity. If you would like your creative considered for Creative Showcase, send an email to creative@imediaconnection.com.

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