The First 60 Days" was a Land Rover initiative to redefine the on-boarding experience for new vehicle owners. The redesigned, multichannel "Welcome" program increased customer engagement as well as a key industry metric for customer satisfaction.

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2. RANGE ROVER & LAND ROVER BRANDS
NEW OWNER “FIRST 60 DAYS” WELCOME CURRICULUM

3. Land Rover: The First 60 Days
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Land Rover came to Wunderman/Team Land Rover with a challenge:
As the result of years of investment in production quality, actual new vehicle quality
had never been higher.
Yet the 2010 JD Power IQS study, which measures customer satisfaction in the first
60-days of ownership, ranked Land Rover last.
Using direct mail, email, web and social, The First 60 Days aimed to enhance initial
customer satisfaction, and to improve Land Rover’s position in the J.D. Power Initial
Quality score, by influencing owners prior to the survey.

4. Capability meets Complexity
§ Land Rover vehicles are known for their “go anywhere” capability.
However, analysis of survey data, call center reporting, and
retailer feedback, led to the insight:
Consumers don’t “read the manual” – and who can blame them?
§ Common problems such as an inability to pair Bluetooth-enabled
smartphones, or understanding their “Smart Key” keyfob, and
programming Navigation, drove disappointment with a luxury purchase.

5. Idea
• A cross-channel, integrated curriculum designed to welcome, embrace
and educate new owners about the brand, their new vehicle and what
lies ahead for them.
Key Touchpoints:
• Revamped Direct mail and e-mail, driving to a new Owner microsite,
featuring tailored and shareable experiences, and educational content to
engage and excite new customers.
• A native mobile application to bridge the gap between the the owner’s
manual in the glove box, to their customer’s iOS device or Android
phone.
Solution: The First 60 Days

6. New Owner Welcome “Journey”
consumer touch
points
cross-channel integration
In addition to digital and CRM enhancements, Team Land Rover mapped
all Owner engagement channels and recommended holistic improvements:

7. CREATIVE EXAMPLES
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8. “Mosaic” Welcome Package
Post-purchase mailing had
previously contained a
sedate Roadside Assistance
card.
The new campaign included
the card, but with a new
package and USB key that
automatically launched a
vehicle-specific microsite.

9. “Mosaic” Welcome Email
• Nameplate-specific emails:
Range Rover Sport buyer
receives Range Rover Sport
creative, featuring “Mosaic” of
thousands vehicle images from
rich brand heritage
• Calls to action showcase
educational content, mobile
application, social media
channels, Land Rover Gear,
and more

10. “Mosaic” Welcome Landing Pages
Introduce the program and promise tailored, rich, helpful, and fun content

11. • Owners were greeted by a mosaic of their
vehicle created from hundreds of images from
the lifecycle of a Land Rover including on and
off road experiences and events.
• Instructional videos showed owners how to get
the most out of the advanced technologies fitted
to their vehicle
• Users could also personalize a vehicle mosaic
from their own photos using photos from
Facebook, Flickr or elsewhere, to display their
pride of ownership without “showboating”
Customizable Vehicle Mosaics
Digital Microsite with Social Integration

12. Owner “Quick Start Guide” v1.0
Developed with a “lean”
mentality, the mobile
“Quick Start Guide”
contained essential
information, with future
enhancements planned.
Content was sourced
and ported into a mobile
CMS at a breakneck
pace to make the cross-
channel launch date.

13. Response (2-month results)
An engaging experience….
- Users watched an average of 2 videos per visit, and averaged 6 minutes and
58 seconds when accessing the microsite.
- Welcome email landing page bounce rate reduced from 87% to 2.1%
- Direct mail response rate increased by 20x over prior program, and exceeded
industry benchmark by 3x.
…Delivered the goods
- Thousands of new owners engaged with the content, and in the next J.D.
Power I.Q.S. survey, Land Rover’s score improved 73%.
Land Rover: The First 60 Days
Results

14. Over and above the program’s success with customers,
industry recognition for Land Rover: The First 60 Days helped
pave the way for the brand to turn from a proper stalwart to an
authentic expert.
Turning the tide: Awards
2011 Interactive Advertising Competition Awards
• Best Automobile Integrated ad campaign
• Best Mobile Integrated ad campaign