Land Rover unveils interactive digital outdoor campaign for Range Rover Sport launch

The outdoor media features a bespoke accelerator pedal

To promote the launch of the all-new Range Rover Sport, Land Rover has backed a special build digital outdoor campaign featuring an accelerator pedal, responsive interactive content and directional sound.

Existing Digital Eyelite screens at Gatwick, Manchester and Stansted Airports have been adapted for the campaign to include a Range Rover Sport accelerator pedal alongside the call to action to ‘Push the pedal hear the engine’.

Aimed at business travellers the campaign, devised by RKCR/Y&R, aims to deliver the speed and thrill of the SUV’s powerful 5.0 litre supercharged engine. In addition to the accelerator pedal elements of the interior have been fitted to the Eyelite unit with adaptations made to allow for directional sound so that only the person interacting with the installation can experience the full impact of the revving engine.

Grand Visual oversaw production and creative technology on the campaign with planning and booking handled by by Mindshare and project management from Fuel, Kinetic’s creative and innovation hub. Curb Media provided the audio technology and installation for Eyelite and Kinetic.

Of the campaign, Rupert Williams, MD at RKCR/Y&R, said: “This is a fun, interactive idea that really demonstrates the cars performance credentials. And that exhaust note is something special.”

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian