Though currently exclusive to the United Arab Emirates, the Land Rover eating guide shows its support for spunky customers. Previously exposed through 'laundrology' (a profiling of consumers through investigating what needs to be laundered), Land Rover drivers have a reputation of being caught in sticky situations.
Y&R Dubai, an advertising and marketing agency, has cooked up this clever campaign to help out Land Rover mishap magnets. The survival guide has relevant tips for survival, including a light-reflecting cover (to signal for help), wire coil to cook food on and of course, an edible aspect to it. The purpose of such an initiative is to build the relationship between brand and customer, representing an effort to show customers that Land Rover cares for their well-being. It is also a hilariously genius concept.
This campaign only goes to show how Land Rover is just as creative as its drivers.
Emergency Edible Survival Guides
The Land Rover Eating Guide Supports Daring Drivers
Trend Themes
1. Branded Survival Guides - Opportunity for other brands to create unique survival guides that align with their customer base and build brand loyalty.
2. Edible Marketing - Opportunity for brands to create edible products or promotional materials that engage consumers and leave a lasting impression.
3. Consumer-centric Initiatives - Opportunity for brands to invest in initiatives that prioritize the well-being and needs of their customers, fostering stronger relationships.
Industry Implications
1. Automotive - Opportunity for automotive brands to incorporate survival guides or kits as a value-add for adventurous customers.
2. Marketing and Advertising - Opportunity for agencies to create unique and engaging campaigns that connect with consumers on a deeper level.
3. Food and Beverage - Opportunity for food and beverage brands to explore creative, edible solutions that extend their brand presence beyond traditional products.