Range Rover Evoque – Evoking Social Engagement
Growing up I loved reading books where you were able to choose your own ending. You could reread it multiple times and it would always be a new story. So when I came across Land Rover using the same concept through an Internet film to promote its new Evoque model, I of course was beyond intrigued. According to the company’s website, “This is a car inspired by the city. A car with a purpose to every line and a consideration to every detail. A car that begins to redefine what Range Rover is about.”
The multi-ending movie is titled “Being Henry” and at the end a personalized version of the Range Rover Evoque is revealed to the user. One begins the movie by choosing their country. This is a brilliant way for Land Rover to reach consumers worldwide despite demographic differences. Directed by Nick Gordon, Leo Fitzpatrick stars as “Henry” in the movie, which portrays 9 different scenarios with a possible 32 different endings.
The movie starts with a brief introduction where the voiceover informs the viewer that they will start making “choices” for Henry. One quickly learns that he is incredibly indecisive. There are times throughout the movie when Henry stops and viewers are given a choice to move him in one direction or another with a click of the mouse. Through each choice the viewer makes for Henry, they eventually add up to reveal a customized Evoque at the end of the movie. The voiceover then walks the viewer through each of their choices and how it translates into their customized Evoque. Viewers are able to further configure and play with the many features offered before sharing via Facebook and Twitter.
The film is part of the larger campaign for Evoque, called “Pulse of the City.” Range Rover has identified 40 influential ‘City Shapers’ across ten cities. These City Shapers work in creative fields such as film, fashion, design, and music. The influencers include Georgina Chapman, Jessica Schwartz and Henry Holland to name a few. There is also a downloadable app to further compliment this campaign.
It’s a fun and engaging campaign. I am looking forward to seeing the case study on actual purchases. To get started choosing your own ending for Henry, visit the Hello Evoque website.