Six Legendary Drives. Two Legendary Vehicles. Based on an evolving cultural truth: life experiences are the new materialism, we set out to reinforce the legendary capability and luxury of the vehicles. CRM and social media program was conceived leveraging the insight that life experiences are the “new materialism”. The initiative was named “Unparalleled Journeys” – leveraging Range Rover´s legacy, technology, performance, capability and luxury. Curated adventures were bringing the vehicles to life, while expressing both the tangible/intangible values of ownership and piquing emotional/rational desires.