Land Rover - 2013 Evoque 'The Hidden Light' Campaign

Today Evoque sells more cars in China than anywhere else in the world where it isthe number one market. 2011’s launch drew interest and praise for Evoque’ssleek and stylish design. But… it’s famous for its good looks, not the classicLand Rover capability.

How to convince Chinese people that Evoque is more than just a ‘pretty face’; with its sleek design and luxuriousinterior but a fully capable SUV with Land Rover capability at its heart.

Evoque Hidden Light Campaign, a website through unique combination ofexperiences that users to take control of their desktps viatheir mobile deices.

Visitors were challenged to overcome each obstacle while maintainingthe ideal speed and stay on track - just through accurate head movements. Eachvirtual driver received their score, to be posted to social networks andchallenge their friends to do even better. Through a combination of audio,video, hot spots and gaming interaction, users were highly engaged throughoutthis first in class experience. Everyone was encouraged to explore and completetheir “LRE passport” with as many different driving terrains as possible.

In just one month 1.2 million visitors came to the campaign sitespending on average 1.32 minutes. Totally 6.5 million participants in theprogram, 6916 gave us their details to learn more about car.

View the live site :evoquecity.com.cn/hiddenlight

2014 Dragons of Asia Best Brand Building and Awareness Order of Excellence / Land Rover China / Evoque Hidden Light