Branding Design Digital Design & Technology Business & Marketing Strategy

A JOURNEY TO THE TOP

Jaguar and Land Rover (JLR) are brands that represent luxury and premium adventures, standing out as the right fit for the high-end Saudi market. The 90th Saudi National Day marked the year Land Rover launched the all-new 2020 Defender. These two events coincided, marking kindred advancements in the aspect of modernization. The new model of the legendary Defender builds on the success of the previous generations, and is a brand with a grand heritage all over the Gulf region and the world. These events were celebrated, and the heritage of the brand and the nation were showcased, through a video launched on the Saudi National Day and developed to promote the new Land Rover Defender.

THE CORRELATION BETWEEN LAND ROVER AND SAUDI PRIDE

JLR sought to elevate its online presence by humanizing its brand and localizing its content through integrating elements such as people and local infrastructure into its visuals. With all previous Land Rover Defenders being discontinued for several years now, understanding how to reintroduce it into the market and build on the historical love that people have for the brand was the challenge.

By doing so, its communication tactics would reflect it as more relevant and appealing to its target audience. Differentiating itself with digital communication content and design adaptations that allowed it to engage with customers and connect with them, and being a brand that local audiences could better identify with, best suited its goals. At this time, the Defender was making its way into the market aggressively in terms of all its features, design, and price.

THE LOCALIZATION OF THE LAND ROVER DEFENDER

Outlining a creative brief to help elevate JLR’s strategy and determining how to best communicate the launch of the new 2020 Land Rover Defender were key elements of our process. We felt that the National Day was the perfect day to launch, leveraging on the intrinsic values that this holiday has to offer as an important opportunity that speaks about history, heritage, and the celebration of such. Keeping the brand’s values and attributes in mind and defining the target audiences and developing digital personas for them, a video highlighting the new vehicle was produced in order to keep JLR as a brand at the forefront, while positioning the Defender in the market.

The video was shot in a unique part of the Kingdom, which enabled us to authentically reflect local elements, as we showcased the tenacious spirit personified by the Defender and by Saudi Arabia itself; visualizing the challenging journey of modernization and advancement for both Saudi Arabia and the Land Rover Defender, demonstrating the resilient spirit of both.

SPIRIT OF THE CLIMB

As we break into the automotive sector, we continue to use design thinking processes to create effective experiences, particularly JLR’s 90th Saudi National Day video, which coincided with the launch of the new Land Rover Defender. This video not only won the prestigious 2020 MarCom Platinum Award, but also excited audiences throughout all of JLR’s social media platforms. It used product attributes and strengths as a tool to celebrate both the country and the new car.

Through our insights and our deep understanding of Saudi culture, we designed this video to touch the people of Saudi Arabia and have an emotional impact, as we celebrated the National Day with them. Through the ride of the Defender, we were able to showcase the Kingdom’s Vision 2030, and create the association between the brand and the vision, both on a journey to the top.

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