AUCKLAND, Thursday: Land Rover NZ has released a new campaign to introduce the new Land Rover Defender 90 into New Zealand.
Created by Auckland independent agency True, the campaign leverages Land Rover Defender’s Kiwi heritage whilst demonstrating the category-redefining innovations of the legendary vehicle.
True ECD Tim Huse says the Standard Since Day One campaign plays with the idea that although the new Defender 90 is packed with state of the art technology the vehicle’s unparalleled capability has been there since Day One.
“Far from being a departure from the Defender tradition, the newest models from Land Rover continue the legendary capabilities that have been there since the start. Demonstrating this saw us taking advantage of another well-established Defender ritual – stopping mid-adventure to snap a photo,” he said.
“There is something so wonderfully Defender in using a crumpled, 70-year-old photo of a river-crossing, to sell a car in 2021.”
“The tone of the work had to capture the unconventional confidence of the Defender brand.
“There is something so wonderfully Defender in using a crumpled, 70-year-old photo of a river-crossing, to sell a car in 2021.”
Land Rover NZ MD Steve Kenchington said: “The campaign perfectly captures the best-in-class capability of the Defender family.
“The Land Rover Defender has long held a place in the heart of many Kiwi explorers and the demand the new long wheel-base Defender has been unprecedented. I have no doubt the arrival of the Defender 90 will continue to boost interest.
“Standard Since Day One highlights that exploration is at the core of the Defender brand and the greatest explorers embrace the latest in new technology.
It’s a fantastic campaign that I know will resound with our Kiwi customers.”
Live now
The multi-channel campaign went live this month.
CREDITS
Client: Jaguar Land Rover NZ
General Manager: Steve Kenchington
Marketing Manager: Luke Meurant
Creative Agency: True
Executive Creative Director:Tim Huse
Senior Creative: Sasha Arandelovic
Senior Creative: Sam Henderson
Senior Business Director: Abby Bolstad
Business Manager: Ruby Gregory
Business Executive Ella Corbin
Head of Content: Amanda Chambers
Media Agency: Together
Managing Partner: Rufus Chuter
Orchestrator: Jaimie Crighton
Client Director: Beccy Meares
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