Land Rover NZ has released a new campaign to introduce the new Land Rover Defender 90 into New Zealand in a new campaign 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’s executive creative director 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.
Says Huse: “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.”
Huse adds that 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.”
Managing director of Land Rover NZ, Steve Kenchington says the Standard Since Day One 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.
“The 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.”
The multi-channel campaign went live in February.
Client: Jaguar Land Rover NZ
Steve Kenchington: General Manager
Luke Meurant: Marketing Manager
Creative Agency: True Ltd
Tim Huse: Executive Creative Director
Sasha Arandelovic: Senior Creative
Sam Henderson: Senior Creative
Abby Bolstad: Senior Business Director
Ruby Gregory: Business Manager
Ella Corbin: Business Executive
Amanda Chambers: Head of Content
Media Agency: Together
Rufus Chuter: Managing Partner
Jaimie Crighton: Orchestrator
Beccy Meares: Client Director