The new Range Rover Evoque was a radical departure for Land Rover and demanded launch activity that was a little bit different.
In an industry first, we took over all the available media assets at Euston Station for two weeks, including the huge new digital screens that run round the walls of the main concourse.
We first teased the Evoque’s presence on the walls and digital panels in the underground lobby.
Then, with the escalators, we dramatised the vehicle’s capability. On the two walls we placed lifesize images of the Evoque in profile – at the same angle as the escalators themselves. The wheels of the cars were embedded in four of the digital escalator panels. We synched the panels together and created a long, continuously rolling film of various road surfaces – snow, mud, tarmac and water. The effect was as if the Evoques were travelling up and down the escalator with the commuters!
Finally, we showcased the Evoque’s stunning design on the new e-motion screens above the main railway concourse. We synched all nine screens and created a two-minute visual spectacular that made the most of the beautiful looks and sheer drama of the car.