It's hell out there in the compact sport utility vehicle market.
This burgeoning and highly fashion-conscious sector is more competitive than ever and, after several years at the top, Land Rover's Freelander was in need of a revamp.
The 2004 Freelander model is now on the road - and on television. A global TV and print campaign by Rainey Kelly Campbell Roalfe Y&R broke in January and appears at number 18 in this week's Adwatch table, with a recall of 40%.
The 40-second ads have an urban feel and highlight improvements to the latest model. The work aims to establish the Freelander as a contemporary premium brand.
The campaign focuses on a 'highly-developed' theme, showing a series of Freelander drivers who turn out to be far from ordinary. They all boast a 'highly-developed' skill, such as running extremely fast or a heightened sense of sight.
Because Land Rover wanted an ad that worked for a global audience, Rainey Kelly had to ensure visual impact with no dependence on dialogue. Freelander is presented as a choice for the discerning buyer; those likely to appreciate its exterior and interior restyling. Style is a major reason for purchase in this market.
The TV work had particular resonance with men - 45% recalled the commercial, compared with 36% of women. It had a broad appeal across age and demographic groups and proved memorable beyond the leafy home counties, with its highest recall (57%) coming from the Harlech TV region.
In a highly-competitive sector, the Freelander aimed to carve out a strong reputation at launch as well as an underlying positioning to give it backbone over the next few years. Rainey Kelly's ads have been created to satisfy both objectives - with an appeal extending beyond school-run mums.
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