The Challenge
In the recession we were given the challenging task of convincing Land Rover owners to upgrade their vehicle with a model from the new 2010 range. As Land Rover owners already, they would be one of the toughest tests the range come up against as they had to believe the models were superior enough to warrant an upgrade. Consequently the ultimate aim was to push to test drive, so they could put them through their paces and discover the superiority of the range for themselves.

The Solution
 We gave some of the most demanding and adventurous drivers out there, from Sir Ranulph Fiennes to Ray Mears, each a new model to put through their toughest tests. We asked them to critique them and prove their superiority for us. After all wouldn't you trust the opinion of each one of the greatest explorers or survival experts in the world? The piece then states that as a Land Rover driver already, the recipient is in fact the toughest test, compelling them to book a test drive so they can put a new model through its paces and prove the superiority for themselves.

The Result
 The results were especially remarkable considering the economic climate. From an average of 2,000 mailings a month the buy rate was a massive 8.6% (174 sales per month). To put this in context this was the highest conversion rate of any previous Land Rover DM campaign.