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LAND ROVER CREATED AN EDIBLE SURVIVOR GUIDE

Land Rover leveraged print to promote brand

In an attempt to engage within the Dubai market, and ensure their adventure-loving drivers remain safe on their off-road excursions, Land Rover created an edible Survival Guide.

How they did it

  • The book was coated in a reflective material, which could be used for signaling help, and the metal binding could be detached to cook food
  • The book was sent via direct mail to 5,000 Land Rover customers and given away to new customers as a supplement to the owner’s manual, and made freely available in sports shops

The results

  • The number of test-drives in the UAE increased by 37%
  • The Land Rover showroom in Dubai became the Regional Top Sales Dealer for Land Rover with sales up 40%

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