As awards season hots up, ad agencies look to present their best work in the most engaging way to win plaudits from advertising industry juries. Having worked with Accenture Song (formerly Spark44) on numerous projects over the years, Land Rover’s dedicated agency knew they could trust LEAP to help them wow the judges. LEAP created a film to showcase their tech enabled mailer which promotes the new Land Rover Defender and invites prospects to ‘Live Life at 45°’.
Matt Statham, Creative Director said,
When creating high-end, tech enabled mailers, it’s never easy to demonstrate the actual pack being interacted with, without it looking fussy. That’s when we turn to CGI animation and the very capable end-to-end services of LEAP.
The mailer was designed around the new Defender’s impressive capability story – its ability to climb and descend 45° angles. The entire pack was created at a 45° slant with each page changing orientation to allow the story to unfold at every turn. Our case study video would need to do more than simply highlight the DM campaign’s high end UV print finishing. To effectively translate the experience of interacting with the Land Rover DM, LEAP built the booklet in CGI. The uniquely shaped booklet turns and flips in the CG environment and demonstrates the tech connected dial which mirrored the switch gear found inside the new Defender.
Recipients who had rotated the dial 45° and pressed the button triggered a call back request from a Defender expert. Bespoke radio transmission technology allowed Land Rover retailers to deliver an immediate response to the customer without the need for sign up, pre-interaction or even wi-fi and Bluetooth signals. As well as producing the CGI recreation of the booklet, LEAP took the client’s attractive brand film footage and overlaid it with impressive statistics about the campaign’s success to complete the case study video. The agency was also able to incorporate stills from our CGI into their case study summary factsheet.
Land Rover Defender ‘Life at 45°’ recently won a Campaign Tech Award for the Best use of Tech in CRM. Further accolades are sure to come.
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