Breaking the mould and make history. That was the brief that Range Rover gave to its marketing team when it came to the launch of the Range Rover Sport. The question on everyone’s lips was how?
The answer?
A team up with Sky on a stunt that would see W-series drive Jess Hawkins scale Europe’s biggest dam-Iceland’s Spillway- in the Range Rover Sport.
Sky Media was tasked with landing ‘The Spillway’ film with a bang, elevating Range Rover as a modern luxury brand and driving sales.
To do this, Sky released ten second teasers across the Sky Sports network in advance of the film’s launch during the Arsenal-Tottenham derby.
During the actual game, promotion was run throughout alongside cross-promotion on Sky Sports News, marking the first time in eighteen years that this had been done. Range Rover also became the first Sky advertiser to use voice and QR search to drive users to its branded content.
The result?
Almost 3 million views across Sky TV, digital, social and on-demand channels, including more than 70,000 article views on SkySports.com The film sparked conversation, generating over 120,000 engagements on Sky Sports and Sky TV social channels.
Vivek Rajkhowa 
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