Objectives
- Create inspirational prize experiences that encourage being active throughout winter
- Encourage Guardian readers to submit content via an online competition
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Prizes & Rewards
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Winner management
How we helped Guardian readers stay active in winter with Land Rover
Land Rover, in association with The Guardian, wanted NDL to create prize experiences that encouraged readers to use their Land Rover cars to stay active during the winter period, and not hibernate until the summer.
To achieve this, they launched the ‘Hibernot’ campaign, which focused on embracing the British winter and enjoying the elements of nature that many would happily avoid.
To promote the campaign, The Guardian published a number of editorials on the different activities people could take part in, and hosted an online competition asking readers to submit a photo of themselves taking part in the activities for a chance to win one of four prize experiences – organised by us.
The prize experiences we created and delivered were a winter Go Ape course workout, a chance to explore the British coast in Cornwall on a two-hour sea life safari boat tour, a guided mountain bike tour in Edinburgh, and a winter break to a Forest Holiday resort, including a superb winter barbecue on the porch of their Oakwood cabin.
Results
This promotion delivered for both Land Rover with the message of staying active in winter, and The Guardian who created new and engaging editorial around unusual winter activities.
With readers participating by providing their own content and pictures, the client was delighted with the overall delivery of their ‘Hibernot’ message.
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