Land Rover. Evoque Bronze Edition
Evoque is a member of the luxury Range Rover family, but it was perceived as just an entry level city SUV in China and there was no new news to refresh the communication. Leveraging the launch of The Bronze Edition of Evoque in summer, we wanted to reinforce the luxury proposition of Evoque and halo the range to boost product preference – Evoque is a desirable luxury city SUV. We also aimed to take this opportunity to transform the brand from a traditional automotive manufacturer to a modern luxury lifestyle brand.
Evoque is a member of the luxury Range Rover family, but it was perceived as just an entry level city SUV in China and there was no new news to refresh the communication. Leveraging the launch of The Bronze Edition of Evoque in summer, we wanted to reinforce the luxury proposition of Evoque and halo the range to boost product preference – Evoque is a desirable luxury city SUV. We also aimed to take this opportunity to transform the brand from a traditional automotive manufacturer to a modern luxury lifestyle brand.
The creative idea was based on an observation that Chinese people have historically avoided being under the sun, and sun-kissed skin was not seen as beautiful. But today, young people are increasingly seeking the outdoor lifestyles, and going under the sun is now becoming a trend in China. This new “Bronze” lifestyle trend is what we wanted to emphasize.
Our idea is to present ”Bronze” as the trendiest color of this summer and inspire audience to embrace the ”Bronze” lifestyle – go out to enjoy the sunshine, we have developed a series of communication assets and activation ideas based on the distilled theme:
“BRONZE, BRING OUT THE SHINE IN YOU”
Agency: Accenture Song / Creative: David Seah, Yat Yin / Film Director: Julien Ayrault / Photographer: Julien Ayrault 
