Can a car revolutionize a brand? Meet the sexy new Evoque. About this Case Study (partner Companies: Mindshare, Wunderman, Young & Rubicam) Our challenge was to introduce and create demand for a high-end SUV. Long established as a luxury brand, new sales for Range Rover were coming from a shrinking base of older affluent men. The sleek, sexy Evoque was created to address this problem. The goal was to establish entry into the midsize luxury SUV segment while launching inventory, growing an aging franchise, and changing brand perceptions to increase relevance among its younger target audience. During research, the Evoque commanded visual presence—a magnetic effect that drew awe. By establishing a link between being admired with the experience of admiring the Evoque, we developed our creative and communications theme: “The Power of Presence.” The campaign included TV, print, social, and digital assets. There were significant changes in brand perception and launch production inventory sold out at a record speed.
