2019’s most anticipated SUV: Launching the new Land Rover Defender

The Brief:

Land Rover were preparing to launch one of the automotive industry’s most hotly anticipated cars ever.

To help the world’s media, prospective customers and Land Rover enthusiasts understand all of the iconic car’s new feature, they asked us to produce an ecosystem of content covering everything from capability to technology.

The ultimate aim was to inform, excite and generate media coverage around the car’s global launch and global testing program.

The Work:  

To ensure consistency across every touchpoint, we devised a contemporary but enduring look and feel, with colours which gave a nod to the car’s adventurous spirit and rich heritage.

Having already created a series of testing and development films for Land Rover’s teaser campaign, we shot, produced and edited an additional two films for the global launch— a product wrap film, featuring Bear Grills, and a connected car CGI film, showcasing the car’s technology and connectivity. These were sent to the media and shared on Land Rover’s social channels during the launch.

For the media, we also produced a set of detailed infographics and a Digital Press Pack full of beautifully shot imagery, comprehensive editorial content and useful facts about the new car.

The Impact:

The new car was revealed to the world at the Frankfurt Motor Show in September 2019.

Our content helped to secure blanket global coverage for the launch and overwhelming buzz from fans and consumers alike on social media.

“This has been such an important project for us and it’s been great to have the best team to work with. Foxtrot Papa never let us down, whatever challenge we bring your way you always support us to get to the best possible outcome.”

Natalie Brooks, Global PR Manager, Land Rover