Tip:
Highlight text to annotate it
X
We’re here at Birmingham Business School to have a chat to the communications stars
of the future. We’re a global business which is based locally here in the Midlands. And
actually the Range Rover Evoque was conceived, designed, engineered in the Midlands. It’s
the first time we’ve designed a car which really appeals to people who live in an urban
city environment. It was a younger demographic, it was probably a bit more female orientated.
So the campaign really was designed to reach out to this new audience group.
My question is how do you get from just the urban dweller idea to the holistic profile
of this creative environmentally active people?
Students had their questions answered firsthand from people who had crafted the campaign.
It included apps to map city journeys, social media and key city influences. Events around
Arts, Music, Film and Fashion built both PR interest and a rich seam on online content.
The result? 14million views of content, prelaunch orders of 50,000 more than double target and
up to 4000new jobs as production went 24/7.
I think the important thing for the students here at the Business School is that they actually
experience first hand marketing in action in the real world. What we have here is a
star of the present meeting the stars of the future. What Range Rover have done they’ve
broken the mould from the previous examples of car launches and they’ve tried something
new, they’ve tried social media in a big way. All of which is incredibly relevant to
students here.
Oh wow I want to turn the radio on.
Its very different to what I expected actually When you look into the Company you can see
actually how their marketing has changed their focus and how they’ve tapped into the consumer
and what they want. Land Rover is a good example of a business
that presents itself really well. You can learn a lot by learning the theory
from text books and things. But actually applying it to a real example that you’re going to
remember then it just makes it a lot more real and brings home the concepts a lot better.