Nokia announced that Land Rover North America, the US division of the British automobile manufacturer, is using the Nokia Ad Platform to drive customer awareness towards the Land Rover LR3 model via a targeted interactive mobile Internet experience.
Land Rover LR3 is the North American name
of Land Rover Discovery III, introduced in Europe back in 2004. The LR3 was nominated in 2005 for the North American Car of the Year and it's in direct competition with other luxury 4X4 cars like BMW X5, Mercedes M-Class or Toyota Land Cruiser.
"We are excited to be reaching our audience on a medium as engaging as mobile," declared Finbar McFall, Vice President, marketing Land Rover North America. "With the help of Nokia Ad Business, we are able to not only give consumers information about the award-winning LR3 on the most personal device, but also drive dealership visits and sales with a dealer locator."
Nokia Ad Platform is the former
Enpocket, world leader in mobile advertising, acquired by Nokia this month. The Land Rover end-to-end program brings a mobile website where visitors can learn about the new LR3 and also find the nearest three dealers just by entering their ZIP code. Moreover, videos with the LR3 in action can be downloaded to mobile phones.
A select target, meaning customers with a high income and of a certain age group, are offered banner ads on carrier-grade media, inviting them to visit the LR3 mobile website. The
campaign's success is sustained by Nokia Ad Platform's benefit of sending the ads only to the select demographic.
Mike Baker, Vice President and Head of Nokia Ad Business, said: "Land Rover is one of the early-adopting brands capitalizing on the power of mobile to cut through the barrage of advertisements consumers encounter daily to reach their desired audience on their most personal device."
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