One of Wunderman's latest direct campaigns for Land Rover tackled the challenge of getting existing owners to upgrade to a new 2010 model.
Land Rover drivers are discerning types, who trust their instincts and cannot be easily swayed.
But they'll listen to the views of renowned experts. After all, wouldn't you value the opinion of the greatest explorers or survival specialists in the world?
Instead of an anonymous marketer pointing out the enhancements that add up to a more superior vehicle, some of the world's most respected travellers, explorers and sports people reviewed the vehicles.
Defender faced the inimitable Sir Ranulph Fiennes, the Range Rover was reviewed by ex-Formula One driver Martin Blundell, Range Rover Sport was evaluated by England rugby star Josh Lewsey and Freelander 2 was tested by Olympic cycling sensation Victoria Pendleton.
Of course, Land Rover drivers already understand the impressive capabilities of Land Rover vehicles only too well. So these expert opinions compelled them to experience the superiority of the latest vehicles for themselves, making a test drive almost irresistible.
The approach worked – in fact, it proved to be higher-converting than all previous Land Rover direct campaigns. For more details, check out the case study on the Wunderman UK website.