Land Rover turns to Mobile Advertising for the LR3
For the purpose of strengthening consumer awareness for the Land Rover LR3, Land Rover has partnered with Nokia Ad Business for a customized mobile advertising campaign.
The interactive mobile experience integrates a mobile website where consumers are given the opportunity to learn more and view more the LR3 specifications, from the standard Land Rover Engine Parts to the more specified Land Rover Tail Lights. Visitors of the site are also given free reign to download three captivating videos of the Land Rover LR3 in action, in which case recent updates have revealed that such videos are now enjoying approximately 70 percent conversion rate. Moreover, this mobile program also offers consumers a more accessible method of reaching certified Land Rover representative. Indeed, by simple entering the consumer’s zip code, the program would automatically find the three nearest Land Rover dealerships that the consumer can consult.
Finbar McFall, Land Rover North American Vice President for Marketing, is quite confident with this new awareness campaign: “We are excited to be reaching our audience on a medium as engaging as mobile. With the help of Nokia Ad Business, we are able to not only give consumers information about the award-winning LR3 on the most personal device, but also drive dealership visits and sales with a dealer locator.”
Mike Baker, Nokia Ad Business Head and Vice President, stresses on how this form of mobile campaign could aid the car brand: “Land Rover is one of the early-adopting brands capitalizing on the power of mobile to cut through the barrage of advertisements consumers encounter daily to reach their desired audience on their most personal device.”
Olli-Pekka Kallasvuo, Nokia CEO and President, has this to comment during the company’s investor discussion last week: “The mobility industry is converging and our vision is to make it easy for people to unlock the full potential of the Internet.”
To start viewing the Land Rover LR3 mobile site, consumers are advised to enter this URL into their respective mobile browser:(http://landrover.enpocket.com/lr3)
Below are brief profiles of Land Rover’s new partners for this mobile campaign, as provided in the press release statement:
About Nokia
Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. Nokia makes a wide range of mobile devices and provides people with experiences in music, navigation, video, television, imaging, games and business mobility through these devices. Nokia also provides equipment, solutions and services for communications networks.
About Nokia Ad Business
Nokia Ad Business combines the recently acquired Enpocket, the global leader in mobile advertising, together with Nokia Ad Service and Nokia Advertising Connector, to build the world’s largest open marketplace for mobile advertising. Nokia Ad Business offers advertisers unrivalled reach to global audiences through advertising on premium advertising network and provides brands with end-to-end, turnkey solutions that make marketing to the personal device simple and effective. With an award-winning platform and worldwide partner network of mobile operators and publishers, Nokia Ad Business delivers high return-on-investment (ROI) mobile advertising experiences.