Range Rover Presentation of Evoque

The era of mass consumption only emphasizes the importance of an individual approach to the consumer. The most interesting things happen where different cultures collide. The most exciting stories can be born at the intersection of technology and design, traditions and innovations, the future and the present. Realizing how demanding their audience is, premium car brands build communication based on impressions and emotions. A sophisticated resident of a metropolis will not be surprised by bright special effects: he will remember only what resonates with his interests, habitat and habits. The feeling that the brand shares your values helps to form a non-verbal connection between the consumer and the product. Marketers traditionally call this loyalty. Is it any wonder that car presentations are turning from an ordinary show into an experience zone? Challenges In the spring of 2019, Land Rover introduced a new, urban Range Rover Evoque to the Russian market. The company positions it as the most refined and roomy SUV of the Premium Compact class. Accordingly, its audience is very selective — people aged 27-40 years, modern, successful, open to everything new. They are on a first-name basis with all kinds of gadgets, go in for sports, are aware of all trends, and make ambitious career plans. The task was not limited to the presentation of a new model. The client sought to organically reflect the values of his brand in order to primarily interest existing car owners, so it was necessary to study in detail the behavior and interests of the target audience. Idea The brief was based on insights about the lifestyle of the target audience. Firstly, its representatives live in the era of mass creation and consumption of content, the information basket includes vlogs on YouTube, stories, podcasts, Telegram channels, and other formats. Secondly, the target audience is "hooked" on TV series and video services trying with all their might to meet the demand for an exciting product. If you look at the global market, you can see how even non-video platforms invest billions of dollars in the production of unique content with the sole purpose of being able to compete for the attention of the viewer (for example, Apple and Amazon). This is how the idea of EVOQUE CINEMA was born — a drive-in cinema for the elite in the very center of Moscow, where the premiere of the short series from Range Rover should take place. In four short episodes, the brand told the story of the near future in the dystopian genre and at the same time unobtrusively revealed the positioning and characteristics of the new Evoque. The authors wanted to convey a simple but important idea: even in the era of technology and gadgets, there are things that should remain unchanged — friendship, memories, human emotions and... a luxury car. When you sit in the "auditorium" driving a car, goosebumps run through your body. It would seem that these utopian plots of the series, which unfolded on the screen, are impossible. But look around — this is already our reality. Eventum Premo engaged the production studio Room201 for the professional implementation of video content. The results of the collaboration in numbers 24 talented directors at the casting and preparation stage of the project 7506 km to the most remote of them (the geography of the project expanded to New York in the process of preparation) 96 hours of personal meetings discussion of brilliant and crazy ideas 7 pencils written / broken during editing 40 synopses 15 full-fledged scripts, of which four reached production The scripts were created according to the synopses described above by Anna Shchukin, and director Anton Mamykin, winner of more than 50 Russian and international awards: Cannes Lions, D&AD, The One Show, Eurobest, Epica, Golden Drum, etc. (who, by the way, shot the episode "Promotion"). Initially, as a reference for the series in the spirit of dystopia, Eventum Premo and Room201 took the sensational series Black Mirror and decided to follow its principle - to invite a separate creative team to shoot each episode, which included a producer, director, cameraman and technical specialists. This is what helped to achieve one of the main goals of the series - to look at the same issue from completely different angles. Implementation The place for the presentation of the series - the closed cinema EVOQUE CINEMA - was chosen a parking lot on the territory of the Luzhniki Sports Complex. It was there that film screenings were held from April 19 to 21, each of which ended with a spectacular release of the car - an appearance on stage right from behind the screen. Inspired after the screening, the audience could immediately feel like the heroes of the series (or just residents of the metropolis of the future), because immediately after the end of the film part, demo races of the new Range Rover Evoque started on the set - with the participation of the very cars that became the heroes of the filming. In just three days, about 1500 people visited. For guests who arrived at the site by taxi or public transport, additional Land Rover cars were provided, which complemented the open-air cinema hall and gave all guests the opportunity to enjoy the exterior and interior of the Land Rover while watching. But the viewing did not leave the guests of the cinema indifferent: following the insights of the target audience and taking into account the love of its representatives for media interactives, the creative team of the project created mechanics at the event that allow viewers to influence the development of the plot in the episodes. At the designated moment of the episode, each viewer could vote for a particular plot move using the turn signal of their car. Thus, both the guests of the cinema and the hero of the event — the Range Rover — became not only observers, but also participants in what was happening. Even the youngest guests of the cinema could find something to their liking: in a separate zone, the organizers of the event created a children's test drive, almost completely repeating even the most difficult obstacles, only in miniature. Young drivers were required to be photographed and receive a document — their first driver's license, after which, under the guidance of an instructor, they got into children's cars — exact copies of the Range Rover Evoque. Both children and parents were satisfied — it is known that loyalty to the brand and the desire to choose the best is formed from childhood. For real drivers, waiting for their slot for an "adult" test drive, there was an extreme photo zone, which involved driving a new Range Rover Evoque car to a height, where an advertising billboard was installed, where you and your Range Rover Evoque are heroes of the big city. Guests shared their photos, which can be viewed using the official hashtag #helloevoque.