Range Rover Sport:

Dragon Challenge

Problem:

As global demand for SUVs has accelerated, the mainstream luxury players (Mercedes-Benz, BMW, Audi, Lexus, Porsche) were claiming the same story of capability that Range Rover pioneered - and doing it with the backing of far greater sales volume and share of voice.

Solution:

Our answer? The breakthrough campaign, Dragon Challenge, to reassert why Range Rover Sport remains untouchable as the pinnacle of this segment. In the Dragon Challenge, the Range Rover Sport tackles a seemingly impossible challenge: the Tianmen Mountain in China. 99 hairpin turns, followed by climbing 999 steps – a feat never attempted before.

Result:

Increased test drive submissions by 96.1%, increased loyalty 16.1 points to the highest level in two years, and had the best sales month in brand history.

My role:

I oversaw the rollout of the campaign in my region, which consisted of diverse markets such as Japan, South Africa, India, Russia, MENA, Australasia and more. On one hand, that meant being the champion for my region by ensuring the campaign developed by the global team addressed all regional and local needs. In the early stages of concept development, it included getting buy-in and feedback from my markets along with understanding all of their requirements (e.g. catering for regional channels like Line, WeChat etc.). On the other hand, it meant being the champion for global and ensuring the campaign was adapted and rolled out locally in a way that was true to the original concept.