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Eye-Catching Marketing Campaigns: The 2022 Land Rover Defender Service Award

Eye-Catching Marketing Campaigns: The 2022 Land Rover Defender Service Award

By: Beth Brennan, TREAD Agency.

We first noticed this campaign on Linkedin a few months back. Land Rover and a few partners were advertising vehicles and financial sponsorship for non-profit organizations. The organizations had to apply and fit into one of Land Rover’s predetermined categories, including Animal Welfare, Community Service, Environmental & Conservation, Veteran Outreach and Search and Rescue.

How did the program work?
The non-profits applied and Land Rover and their partners chose the winners. They’ve awarded five customized Defender 130 models to U.S. and Canadian non-profits that support their communities every day. Each winner received a $25,000 cash prize, and finalists were awarded $5,000 to aid in their services.

What we loved about it:
The program demonstrates a commitment to the brand’s core values while giving a nod to the hero use case of its product. What do we mean by that? Land Rover recognizes and highlights that their vehicles are known for taking service workers to remote destinations around the globe to help others. It also used the campaign to stake its claim for “giving back” as a brand value. The company puts this under the umbrella of responsibility, which is one of its five core values, “We will integrate environmental and social principles in our businesses, being responsible to the communities and environments in which we work,” said Land Rover.

Another aspect of the campaign that we loved was that they incorporated brand partners, which not only legitimized each category of the award but also expanded the campaign’s overall reach. From media partners like Outside Magazine to manufacturers like Pelican and Kong, each category had a sponsor.

To learn more about the Land Rover Services Awards and who won the contest, visit its Events & Sponsorships page.

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