Range Rover has clearly been mulling over some guerrilla marketing strategies over the last few months, having decided to install a series of wireframe sculptures outside London hotspots such as Harrods on Brompton Road and other famous areas like Bond Street and Mount Street.
The sculptures have been fashioned to resemble the Evoque Convertible, which goes on sale next month (November). Advanced computer modelling was used to outline the shape of the car and then the individual pieces were moulded from aluminium, finished off in a range of vibrant colours, Event Magazine reports.
Land Rover design director and chief creative officer Gerry McGovern was quoted by the news source as saying: “The Range Rover Evoque Convertible is perfectly suited to the urban surroundings of a city like London and it’s the perfect place to showcase the world’s first luxury compact SUV convertible.”
He went on to say that the locations picked around London were chosen to reflect the luxurious and refined lifestyle of those who would be interested in the Evoque Convertible.
If you’re tempted to try guerrilla marketing campaigns yourself, you’re sure to have done some research into the pros and cons. There are many advantages to this kind of advertising, such as the fact that it can be a lot cheaper than other strategies and can be a very cost-effective way of increasing your brand awareness.
Because of its unique nature, it can also be a lot more memorable than other campaign ideas, driving a more emotional response than other strategies.