Land Rover – Train Pull

The Brief

• Showcase the excellent performance of Land Rover’s Ingenium diesel engines and communicate the Discovery Sport’s engineering integrity

Insight

• One of Land Rover’s USPs is its towing capability and the Discovery Sport has a maximum certified towing capacity of up to 2,500kg
• Land Rover customers are more likely than any other off-road owner to use their car to tow

Creative

• Using the class-leading towing capability of the Discovery Sport, we proposed to pull a train weighing more than 100 tonnes (the equivalent of pulling a Boeing 757) across the Rhine River
• Road-to-rail conversion specialist allowed the vehicle to run safely on wheels, without restricting its ability to drive on road

Content

• A hero video detailed the vehicle towing the train, supported by editorial imagery and a press release
• Reference to 1989 launch video where a Discovery pulled a train

Delivery

• A press release with a link to the video and curated selection of imagery was sent out to Land Rover markets and distributed to global media. The video and imagery was also posted on Land Rover social channels