null - Uncommon Owner

Land Rover owners purchase a new vehicle every 2.5 to 5 years, but prior to the launch of this in-market program, the client didn't have a communication strategy for encouraging existing owners to purchase a new Land Rover. Many of these owners are 'Fence Sitting,' unsure of whether to purchase another Land Rover. They do consider themselves Land Rover people but harbor doubts of purchasing another vehicle. Reasons include: 1. They are curious or demanding in nature. 2. They have had a bad experience with their Land Rover. 3. They have transitioned to a new life stage and may not be aware of how different Land Rover models can meet their new needs/desires. Our proprietary data and research shows that a Land Rover customer's journey takes three months from consideration to purchase. So we developed a personalized rolling communication campaign that used custom predictive data to anticipate when owners were most inclined to purchase a new vehicle, connecting with them at the right time and in the right way, in three stages: Emotionally, Rationally and Transactionally. 1. Emotionally focused on re-invigorating owner feelings for the brand, reminding them what Land Rover stands for and connecting them to the brand spirit. 2. Rationally showcased new innovations and refinements in the new model year. 3. Transactionally reinforced the benefits of purchasing a new vehicle as they approached 'commitment.'