Challenge 

​Create awareness and excitement for the North American launch of the new Land Rover Discovery, in the very crowded premium SUV segment. Since our target audience of young Gen Xers and older millennials only allocate around 30% of their total media consumption to traditional media, any ideas should take a digital and audience first approach. Additionally, because our main competitors in this segment have significantly larger media spends campaign creative will ideally have intrinsic earned-media  potential        

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Solution

Create a tentpole moment leveraging the nostalgia and affinity our target audience has for the Oregon Trail. By re-creating a game that is a cultural touchstone for a generation, with an experience that utilizes the new Discovery as the literal vehicle to both excite, engage and inform the user. Housed primary within Meta's new gaming platform and leveraging their expansive userbase and adtech, would create a frictionless consumer journey from awareness through conversation.