INSPIRING BRAND LOYALTY THROUGH LAND ROVER'S 'ONELIFE' PROGRAMME

As Land Rover’s trusted partner for 16 years, Redwood BBDO was the agency directly chosen to run the brand’s ONELIFE programme across print and digital channels. Operating in both global and local markets, the ONELIFE magazine, film and digital offering was distributed across 40 countries and in 14 languages, connecting with half a million passionate Land Rover owners across the world. Producing and editing content supplied by local markets, ONELIFE was designed with two specific purposes: to inspire loyalty in the brand’s growing global customer base and to encourage repeat purchases at crucial moments in the automotive buying cycle. For these 500,000 loyal Land Rover fans owners — of which 90% took direct action after reading the publication — ONELIFE reinforced their purchasing decisions and further cemented why they chose the brand for their vehicle of choice. Likewise, it reminded Land Rover owners how much they valued the brand and its unerring commitment to excellence, with 63% of recipients confirming they were more likely to consider Land Rover as their next vehicle purchase.