The Defender needs to be experienced to be truly understood. Therefore, Land Rover has engaged global experience agency and long-term partner, Imagination, to create an integrated … read morelaunch to emotionally connect all consumers with the iconic product. Land Rover and Imagination's multifaceted experience campaign comprises of a global launch film and dramatic product reveal at Frankfurt Motor Show, as well as a cutting-edge VR experience and an AR app enabling customers to visualise the interior and exterior of the new Defender. Importantly, there are multiple opportunities for consumers to interact with the vehicle. Land Rovers have earned a unique place in the hearts of explorers, humanitarian agencies and adventurous families across the world. Proven in the harshest environments on Earth, the new Defender maintains this bloodline and re-establishes the Defender family alongside Range Rover and Discovery. Driven by a passion and respect for the original, the new Defender delivers a transformational breadth of capability and advanced all-terrain technologies to redefine adventure for the 21st century, while remaining true to the pioneering spirit that has been a Land Rover hallmark for 71 years. Imagination, in partnership with Carnage, has created an epic product reveal film that introduces the new Defender to the world and brings to life its proposition: 'Capable of Great Things’. The film was shot in Kazakhstan, one of the most land-locked places on earth, — where the new Defender, driven by mountaineer Kenton Cool, can be seen tackling rivers and descending mountain edges. Cool, who has summited Everest 14 times, then navigates through the awe-inspiring scenery of the Valley of the Castles, in Charyn Canyon, to reach the global reveal moment. Premiered across all of Land Rover’s channels, the film in Frankfurt ended dramatically with Kenton Cool jumping seemingly from screen to real life by scaling an 11-metre climbing wall. This then transformed into a 42-degree incline the new Defender descended to drive out and reveal itself to the world.
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