Dive Brief:

• Land Rover launched a global campaign for its 2020 Range Rover Evoque vehicle targeting a younger, urban and more female demographic, according to a press release shared with Marketing Dive. "Live for the City" kicked off at an event in New York on Tuesday and will later include ads across TV, digital and social media, as well as out-of-home (OOH) activations and several brand partnerships.
• This spring, the company will place a full-sized Evoque atop an "L" train entrance in Chicago and will take over the Oculus building in New York. In a separate OOH activation, a custom mural will be painted on the side of Los Angeles' Hotel Figueroa. Land Rover also teamed up with the Master & Dynamic audio company to create special wireless headphones inspired by the Evoque's copper and silver design accents. The Bluetooth-enabled headphones will be offered to the earliest group of Evoque buyers.
• A partnership with media company Cool Hunting features photographers from 10 markets in a photo collection that shows "refinement" in their respective cities. "A Refined Point of View" will be available on a microsite and Land Rover's website later this month. The photo collection will be turned into a video for sharing across the carmaker's digital and social channels — with an emphasis on LinkedIn — as well as broadcast in select movie theaters across the U.S. through the fall.

Dive Insight:

Land Rover's targeting of younger women in urban markets with its latest campaign stands out in an industry that has a long history of marketing to men, although this has started to change. For example, Mercedes-Benz recently launched a short film for International Women's Day. With "Live for the City," Land Rover is looking to attract a much more diverse customer base with fresh vehicle models and creative content, as women are now the core target audience for luxury SUVs, according to the brand.

The content around the new Evoque campaign appears to be more entertainment-focused than Land Rover’s previous marketing, with behind-the-scenes videos and imagery of photographers showcasing the idea of refinement in their cities. Collaborating with local photographers from 10 cities around the country instills a sense of authenticity in Land Rover’s campaign, a marketing theme that more strongly resonates with consumers, particularly millennial women. Plus, innovative OOH activations, like putting a car on top of an "L" station, have the potential to go viral on social media, extending the campaign's reach.

A 30-second TV spot titled "A Dog's Dream," featuring a dog's daydream about running loose in a field and riding in a car with the windows down, led the campaign's kickoff this week and will be followed by "entertainment feature-focused vignettes" on cable networks like Bravo, HGTV, Travel Channel, CNN and others that tend to appeal to women, furthering the campaign's reach to its key audience.