Range Rover Pulse Of The City

The Land Rover global 'Pulse Of The City' campaign launched the Range Rover Evoque, a vehicle inspired by the city and built for the city.

Tastemakers including founder of Cool Hunting.com Josh Rubin, TV presenter George Lamb, Editor of GQ Dylan Jones, photographer Fan Xin, and model Daisy Lowe were invited to chart their journeys in their respective city of residence.

The campaign has been seen in such diverse cities as Los Angeles, Shanghai, Paris, Berlin, Johannesburg, New York, Sydney, Sao Paul, Madrid and London.

Challenge

Range Rover's global PR agency planned as the finale to the campaign events in New York, Milan and Shanghai, each live performance was be beamed via satellite to each of the cities in order to connect the "pulse" between them.   Howling Monkey was tasked with finding global talent to participate in a world first, who would create conversation around the Evoque and the event.

Solution

Howling Monkey created a music strategy that included in-depth research into on-brand artists, their fees and availability; talent management and negotiation; negotiation of the music and image rights associated with the talent with the labels and publishers, content planning and overall project management. 

The final talent chosen was Cee-Lo in New York, Paulo Nutini in Milan and Mark Ronson in Shanghai.  These strategic talent choices were based on many factors, these are the main points; Cee Lo is one of the biggest music & TV stars in the US with 2 prime time shows; Paulo Nutini is the biggest international artist in Italy and Mark Ronson for his popularity in Shanghai.

Results

The campaign exceeded presale targets and KMIs although exact results have not been made public.