Provide a positive ownership experience to Land Rover owners. Create and sustain engagement with the Land Rover brand and enrich the ownership experience. And motivate and facilitate brand advocacy to increase sales. 

THE SOLUTION: 
Create a personalized multi-channel/multi-touch welcome experience to excite Land Rover owners about their new purchase, elevate the brand promise and provide them with the tools, know-how and encouragement they need to discover the world around them.

 

Concept work: The one that got away. 

 

 

DIRECT MAIL: (Front) - OPTION 01
A welcome email within the first week was followed by a customized Direct Mail "Welcome" Package that included a Welcome Letter, a Roadside Assistance Card, a hand-embroided personalized flag and stake with the owner's name and a Land Rover Guide to America's most awe-inspiring destinations. 

1. Attached flag to stake  2. Choose destination  3. Claim your discovery

 

The flag as a welcome gift speaks to the mindset of Land Rover owner's who are achievers of authenticity and metaphically embraces the notion of facing challenges head-on and going to new heights. By claiming their discoveries and sharing them via social channels Land Rover empowers its owner's not only to be brand advocates but owner's who are driven and nuture experiences that give them an edge. 

 

 

OWNER'S SITE  (1 of 2) Welcome Page

The gateway for new owner's to learn how to get most out of their new vehicle: watch video tutorials, track  progress on courses, get rewarded and stay connected to the Land Rover community. 

OWNER'S SITE (2 of 2) Home Page

From Introductory tutorials for the new owner to owner benefits, Land Rover Events, Land Rover Owner's App and connecting with the discoveries from the Land Rover community. 

 

 

1 YEAR ANNIVERSARY BOOK
At the end of the owner’s first year of ownership they will receive a coffee table book that captures
“A Year of Discovery”. The book will highlight the most inspiring flag images & stories sent in by owners.

 

DIRECT MAIL: (1 of 2) - OPTION02: For Range Rover Owner's & Super Loyalists
A welcome email within the first week was followed by a customized Direct Mail "Welcome" Package that included a Welcome Letter, a Roadside Assistance Card, a hand-embroided personalized flag (seen below) and stake with the owner's name and a Land Rover Guide to America's most awe-inspiring destinations. 

 

 

DIRECT MAIL: (2 of 2) w/Tray
Welcome Letter, Roadside Assistance Card and the Land Rover Guide to America's most awe-inspiring destinations. Hand-embroided personalized flag and stake placed underneath the tray.
 

OWNER'S SITE: Secondary Execution
The gateway for new owner's to learn how to get most out of their new vehicle:
Unlock the Extraordinary by receiving owner benefits, access to member exclusive events & more. 
Owner's can also track progress on courses, get rewarded and stay connected to the Land Rover community.

 

This parallax-driven landing page is also responsive on cross-devices.