Land Rover Defender Commercial: Zoo.
With a small budget get the most exposure for Terranova Land Rover, the only Land Rover dealer in Belo Horizonte. Show as much as possible the vehicles’ adventurous spirit.
A defender, Land Rover’s main model, was put in a cage in the zoo, as if it were wild animal, between the giraffe’s and the zebra’s cages. Near the car, there was a description plate using the same design and copy used on the other signs in the zoo.
With $2,400 investment for this month-long stunt, the “animal” was visited by more than 80,000 people. The action generated spontaneous coverage in all three local newspapers, worth an estimated $10,000. The articles were published in the economy section of these papers, which reaches high income readers from the town, all of them potential buyers.
Released: April 2009
Advertiser: Land Rover
Advertising Agency: Filadélfia, Belo Horizonte, Brazil
Art Director: Renê Bionor
Copywriters: Hellen Mundim, Dan Zecchinelli
Creative Director: Dan Zecchinelli
Photography: Pedro Gravatá