- “Live for the City” is a new global, multi-platform, integrated marketing campaign, including TVC, social and digital content, out-of-home activations and brand partnerships such as Master & Dynamic with a focus on key urban markets
- Partnership with COOL HUNTING features photographers in ten key markets examining the idea of refinement in their cities through the lens of the new Range Rover Evoque
- Campaign launched in New York City with a custom film and suite of assets created for New York, San Francisco, Los Angeles, and Chicago ahead of an exclusive Manhattan launch event.
- The 2020 Range Rover Evoque is on sale now and priced from $42,650 (1)
(MAHWAH, NJ) – April 16, 2019 – Land Rover North America, LLC today announced the U.S. launch of the new Range Rover Evoque “Live for the City” marketing campaign, a new global, multi-platform, integrated campaign that targets a younger, urban, and increasingly female demographic. The campaign is led by a hero TVC and includes social and digital content, out of home activations, and innovative brand partnerships with an emphasis on key urban markets, including Chicago, Los Angeles, New York City, San Francisco, and Miami.
With global sales of over 772,000 units and more than 217 international awards, the new Range Rover Evoque is a sophisticated evolution of the original model. The Range Rover Evoque is designed to be equally at home in the urban jungle and the great outdoors, combining refinement, capability and sustainability from an all-new vehicle architecture.
In addition to existing customers, the brand has seen a shift to a younger, more diverse, and increasingly female customer base. Women are now the main target audience for the entry-level SUV segment. With the Range Rover Evoque, the consumer base has increased to 62 percent female in the past three years.
“When the original Range Rover Evoque debuted, it proved that a smaller vehicle could be both luxurious and capable, and we’re excited to be launching the next-generation of this vehicle,” said Kim McCullough, Vice President, Marketing, Jaguar Land Rover North America. “With an all-new design language, ground-breaking technologies and an electrified powertrain option, the new Range Rover Evoque will raise the bar even higher in the luxury compact SUV segment.”
The “Live for the City” campaign is led by one hero TVC, “Dog’s Dream,” a :30 spot accompanied by multiple entertainment feature-focused vignettes. These vignettes will be featured across several cable networks that resonate with the Range Rover Evoque consumer, including Bravo, E!, HGTV, Cooking Channel, Travel Channel, CNN, BBC America, ESPN, NFL Network and FX.
The campaign continues with high impact out-of-home activations in Chicago, New York and Los Angeles through the Fall. In Chicago, a full-sized Range Rover Evoque will be staged on top of an ‘L’ train entrance downtown this spring. In New York, the brand will coordinate a takeover of the Oculus building near One World Trade Center this spring, and in Los Angeles, a custom painted mural on the side of the Hotel Figueroa late this summer.
In addition to advertising, Land Rover is partnering with a number of technology and media brands as well as organizations to bring the design, innovation and sustainability characteristics of the new Range Rover Evoque to life for its target consumer. The brand is also engaging with LinkedIn to share short form digital videos across the platform.
Land Rover has partnered with COOL HUNTING to work with local photographers to examine the idea of refinement in their hometown through the lens of the next generation Range Rover Evoque. These selected photographers will create imagery for “A Refined Point of View,” a collection of images that show refinement in their respective cities and will be available at evoque.coolhunting.com, and later this month on www.LandRoverUSA.com. Some markets will also have a video component that will be shared on Land Rover social and digital channels, and be broadcast in luxury cinemas via a buy with Spotlight Cinema, the most upscale theater network, across the U.S. through fall 2019.
Land Rover has also teamed up with premium audio company Master & Dynamic to create exclusive MW07 Wireless Earphones to be offered with early reservations of the new Range Rover Evoque. Each pair is made from handcrafted acetate inspired by the launch colors of the new Range Rover Evoque, featuring a unique grille pattern in copper and silver accents. The wireless earphones connect via Bluetooth® to personal devices and are housed in a polished stainless-steel wireless charging case to deliver the ultimate mobile listening experience.
The “Live for the City” campaign launch will be celebrated on Tuesday, April 16, at an exclusive event in New York City featuring local musicians Lohai the Band and Lawrence the Band, fashion designer Francesca Canepa, the creative mind behind luxury fashion label Port Zienna, and photographers Joe and Maddie Greer.
The 2020 Range Rover Evoque debuted for the first time in the U.S. at the Chicago Auto Show with a preview of the “Live for the City” campaign, and is on sale now, priced from $42,6501.
For more information about the 2020 Range Rover Evoque, visit www.landroverusa.com.
1All prices shown are Manufacturer’s Suggested Retail Price. Excludes $995 destination/handling charge, tax, title, license, and retailer fees, all due at signing, and optional equipment. Retailer price, terms and vehicle availability may vary. See your local authorized Land Rover Retailer for details.