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work

The Rebirth of an Icon — Launching the New Land Rover Defender in China

client:
Land Rover
region:
APAC
  • APAC71
  • Build66
  • Events51
  • Luxury8
  • Mobility51
  • Pop-ups & Roadshows21
  • Streaming14
  • APAC71
  • Build66
  • Events51
  • Luxury8
  • Mobility51
  • Pop-ups & Roadshows21
  • Streaming14

Introduction

With 70 years of history, the Land Rover Defender has a special place in the heart of explorers, adventurous customers, and organisations that go beyond the beaten track.

The Challenge

A new Defender - true to its spirit

For its 2020 China launch, Land Rover wanted to showcase a new Defender that stayed true to its spirit while delivering on the needs of a changing society - where consumers look for more flexibility and an authentic urban explorer look.

What We Did

Rough, wild – but sophisticated too

The Uniplan team immediately understood our client’s need to bridge the gap between the heritage of the Defender and its new sleeker look. We created a launch event in an elegant setting, presenting the car on an inclined ramp that made it look “capable of great things” – the product tagline – but also offered the public a stunning angled view of its design lines.

How We Delivered

From hybrid to online

Originally planned as a hybrid event, a pandemic outbreak near the launch date meant the team swiftly adapted to a fully online experience. Working closely with our client, we adjusted the programme and process to suit this format. The event was successfully delivered and streamed across multiple network platforms through live broadcasts in London, Beijing and Shanghai. We presented the rich heritage and future vision of the new Land Rover Defender. In addition to the reveal, the vehicle pre-sale model price was officially announced at the event. With three hours of live broadcast, we created exciting content that kept the audience engaged, and ensured a memorable online brand experience.

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Key Insights

  • Mobility at the crossroads – Are motor shows still relevant in 2022? A fresh look into IAA Mobility Munich

  • Frenchness as a concept – Driving things forward in China: insights from our Citroen pop-up

  • Hybrid remains, virtuality comes – A glimpse at the most important trends

  • Playing the game – From luxury to experience

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Clients

See a selection of clients who put their trust in us:

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