Fullrange
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client Land Rover / Freestyle New Media
date Oct 2007
categories Consumer Information, Vehicle Brands
Prologue
Freestyle Interactive’s client Land Rover produce top of the range luxury and off-road vehicles. Many vehicles are getting more and more complicated as consumer demand for commoditised technology increases. Our research showed that this was having a negative impact on the customer experience when new owners didn’t know how to operate certain functions.
The impact on Land Rover was that they were spending more time on after-sales support and more money on goodwill repairs when people got it wrong.
The story
Because people engage with and respond to film much more effectively than they do the written word, we were able to work closely with Freestyle Interactive, Land Rover’s agency, to produce a film that explained the basic operation of the vehicle’s key features and significantly reduced the load on Land Rover’s support team.
Because we were filming some of the vehicles’ best bits we were also able to enhance the brand experience and reassure new owners of their purchase decision.
We were able to educate the audience effectively by structuring the contents of the DVD around a narrative story that they engaged with far more effectively than traditional instructional videos. We were able to direct their attention to operators’ manuals for more information on each feature, as well as driver users towards the after-sales website for more interactive support.
The film scored 80% in customer reviews, the highest ever scoring element of their after sales service. Land Rover now issue a ‘Getting to know your…’ DVD with every new vehicle they release.
Behind the scenes...
Fullrange worked closely with Freestyle Interactive who designed the core structure of the DVD to integrate with the brand’s after-sales strategy. Having identified the most important features to cover, as well as receiving a thorough description of the target demographic, Fullrange wrote the three story-lines that ran across the DVD, composed scripts for the instructional content, and planned and storyboarded the shoot.
The shoot took place at several locations around England carefully chosen to reflect the lifestyles of the target consumer demographic. Key sections of the instructional content were shot in an all-white studio in order to completely remove distraction from the feature being explained.
The film was shot in HDCAM and post-produced in-house where the ‘look’ was enhanced with intensive colour grading.
Client Feedback
Patrick Moore, Director - Freestyle New Media
Land Rover is a prestigious client with exacting visual and creative standards, which means we have to work with production companies we can trust. That's why on the latest DVD communication project to support the launch of the All-New Freelander 2 we chose Fullrange Films to help us. Their ability to work closely with our in-house team to manage a large project like this meant that our own resources were not tied up. The resulting interactive 'familiarisation' DVD programme scored top marks in the Land Rover customer evaluation studies and will be shipped with all new Freelander 2s.