Joseph Antenucci
Copywriter
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Land Rover

 

To promote the 2017 Discovery, we challenged the perception of the family vehicle and introduced an adventurous alternative. The AntiMinivan.

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Facebook Content Series follows five families across the country as they break out of their routine and take a once in a lifetime road trip in a Land Rover Discovery. When the first family’s adventure ends, the Discovery is handed off to the next family for their adventure to begin.

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Family Takeovers on Land Rover's Instagram account will showcase each group's adventure as they post photos and stories from their trip #AntiMinivan.

Mobile Hotspots are also set up at the more scenic and off-the-beaten path suggestions for people to share photos of their experiences and the views using #MyAntiMinivan

Simulated Test Drives are set up in shopping malls and other heavy foot traffic areas. Drivers navigate through a typical suburban setting but must run errands in a limited amount of time while prompts send them off road, driving through soccer fields, backyards, and woods boasting the car's ability.

VR Test Drives will also live in the Land Rover Discovery app, so anyone can take a test drive.

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Rover Routes launches in the Land Rover Discovery app, bringing adventure to everyday driving with suggestions for more scenic routes with activities and points of interest along the way

MileStones are created from topography data every 20,000 miles and transformed into tabletop works of art.

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