Jaguar Land Rover’s (JLR’s) Defender has launched a digital-out-home (DOOH) campaign to enhance brand awareness and drive engagement towards the Defender – in partnership with Hypermedia, media agency Hearts & Science, and creative agency and production house Accenture Song.
The campaign – which was rolled out across outdoor billboards, social media, programmatic channels, YouTube and supported on Google SEM – leveraged the high visibility of Hypermedia’s The Royals on The Palm Jumeirah to reinforce its luxury and performance positioning.
Strategic thought and rollout of the Defender campaign
By leveraging strategic placements, high-frequency exposure and visually impactful creatives, the campaign positioned Defender as a leader in luxury and performance vehicles, maximising both awareness and engagement.
The strategic thought process behind Defender’s campaign on The Royals screens at The Palm Jumeirah was to leverage premium DOOH placements that align with the brand’s luxury, performance and exclusivity positioning.
Prominent at the entrances and exits of The Palm Jumeirah, these six high-impact locations ensured repeated exposure to affluent residents, ultra-high-net-worth individuals, and luxury travelers.
The large-format digital screens showcased visually compelling content, creating strong brand recall and influencing potential customers to act, such as booking a test drive.
The campaign also sought to drive awareness and test-drive interest, ensuring that target audiences, including high-net-worth individuals, luxury car enthusiasts, and adventure seekers, were continuously exposed to the brand’s offerings.
Success metrics for the Defender campaign
With a 10.44 per cent reach and 28,447 unique viewers, the campaign effectively targeted affluent residents, tourists, and ultra-high-net-worth individuals.
The high passbys count of 14.2 million ensured continuous visibility, while a frequency of 33.16 reinforced brand recall. The campaign reached approximately 428,450 people.
Generating 177.6M+ OTR impressions, the campaign demonstrated the power of premium DOOH advertising in driving awareness and audience impact.
The combination of high footfall location, dynamic visuals and repeated exposure positioned Defender at the forefront of luxury automotive marketing, proving how data-driven DOOH strategies can maximise brand visibility and engagement.
CREDITS
Client: Jaguar Land Rover
Media Agency: Hearts & Science
Aisha Ali – Executive Director
Ribal El Halabi – Account Director
Elias Moubayed – Senior Manager
Hesham Abdel Latif – Senior Executive
Creative Agency and Production House: Accenture Song
Jose Akar – Eastern Hub Lead
Souhaila Abdullah – Social Media & Senior Analyst
Farid Moubarak – Marketing Transformation Consultant
Siwar – Delivery Lead
