SUPPORTING A HIGH PROFILE PARTNERSHIP
Land Rover has held a long standing position as one of the primary partners of the Rugby World Cup (RWC).
In 2023, as the organisation moved to deliver the new ‘House of Brands’, RWC was seen as an outstanding opportunity to deliver the new Defender world.
The task was to create a content hub that delivered all the pertinent information in one page but also enticed the reader to continue through the site and find out in-depth information about the ‘stars’ of the campaign.
The Brief
Built an 11-page content hub that was delivered in eight markets, translated to three languages.
The homepage acted to tell the whole story and also signpost the deep-dive information.
Four further sub-pages to go into more detail on the campaign and partnership but also showcase the sponsorship activations.
Responsive technology used on the UK site to change the landing page whilst ads were running on TV during specific RWC matches.
The Execution
Most visited page in the UK across the whole site for September & October 2023.
Marked increase in dwell time on landing page compared to other similar pages and campaigns.
Click-through-rate was above target.
Recognised and acclaimed by JLR leadership.
