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Marketer: Land Rover Agency: Rainey Kelly Campbell Roalfe/ Y&R, London

Carmaker encourages global community to "Go Beyond" expectations and embrace adventure

[London] Land Rover has placed a community-based online forum at the heart of its new global branding campaign, which adopts the theme "Go Beyond."

The idea is to discover the spirit of adventure in everyone, getting consumers to share their experiences by posting online examples of how their activities "Go Beyond" what is expected of them.

A spot by Rainey Kelly Campbell Roalfe/Y&R spearheads the effort and is designed to set the imagination to work. It shows a series of exceptional moments: a drive-thru fast-food waitress jumps out of her booth and into a stranger's car; a Chinese girl comes face-to-face with her long-lost mother; an old man dances without inhibition.

Julian Whitehead, Land Rover global brand communications director, said: "'Go Beyond' is the essence of the Land Rover brand, and we want to encourage people to 'go beyond' personal boundaries and experience adventure in its many forms. We want to unleash a global community's sense of fun and enhance people's sense of adventure."

The online forum can be found at landrover.com/gobeyond. It allows visitors to send in their own words, pictures and video clips from computers or cellphones. There will also be audio links to further examples of the 'Go Beyond' spirit. Listeners can hear the Tuareg freedom fighters training in Colonel Gaddafi's camps, for example.

Jon Williams, interactive creative director at Harrison Troughton Wunderman, London, said: "The sheer scale of the beast, both in terms of the geographical reach and the ambition of the undertaking, is huge, from the film to the user-generated-content-based website to the digital radio channel to the IPTV channel."

The commercial will air first in cinemas before moving to TV in the fall. The campaign has been designed to work flexibly across other platforms such as cellphones, in dealerships and at auto shows.
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