Land Rover Case Study

British luxury SUV brand Land Rover was launching its new Evoque Hardtop and Evoque Convertible in China and was looking for an innovative way to showcase the two new models’ appearance, performance and handling features while creating a dramatic event that would attract widespread media and public attention.

In order to meet the agency’s brief, Guinness World Records transformed a fundamental childhood experience – the seesaw – into a new record category for Land Rover: the Longest vehicle seesaw. The team spent two months working with structural engineers on the seesaw, which balanced a Jaguar Land Rover Evoque Convertible on one side and an Evoque Hardtop on the other. 

The record-breaking 25.077 metre-long seesaw then became the centerpiece of Land Rover China’s “You Shine, You Decide” marketing campaign in which participants were encouraged to vote for their favourite Land Rover model. 

Each vote cast altered the positions of the cars at either end of the giant seesaw. Voting results were displayed in real time on a giant screen in the middle of the seesaw with the Evoque Hardtop eventually emerging victorious with 16,789 votes. 

The display was viewed by about 30,000 people on site and more than 23 million online views of a video live stream, according to the agency. 

As well as being innovative and highly creative, the campaign also allowed Land Rover to show off its new models’ excellent handling and strength, capturing the attention of automotive and mainstream media nationwide.