If you were transporting the Loeries statues to Cape Town, wouldn’t you want to chauffeur them in a Land Rover? That’s exactly what Loeries CEO Andrew Human did this past weekend, when he safely squired his precious flock over 1500 km of roadworks, potholes, dust and tarmac from Johannesburg to the Mother City.
“For seven consecutive years I have chauffeured the birds and I really enjoy the drive which is like a momentary pause, a calm before the storm,” he says.
This year’s birds are an especially fine batch – the best yet, according to John Wiffen, the man responsible for making the statues. Each bird was poured by hand, painstakingly polished and then electroplated in copper, nickel and gold in a delicate, time-consuming process. It was vital then that the birds were transported in comfort and safety.
The Loeries Go Beyond project came about as a series of chance conversations that evolved over a week into a campaign idea. Talking to guests at the Range Rover Evoque VIP reveals in early August, Dr Sarah Britten – who is one of four City Shapers involved in the global Pulse of the City project to promote this year’s most desirable new vehicle - realized that the Loeries presented Land Rover with a unique opportunity to reach South Africa’s advertising and marketing community.
“The Loeries road trip is an extension of my work with the Pulse of the City campaign,” explains Sarah, who is head of digital strategy at Y&R Johannesburg. “I was going to be down in Cape Town presenting at a conference; Y&R’s new Chief Creative Officer Graham Lang was the Global Integrated Creative Director on Land Rover for three years and is responsible for the Range Rover Evoque ad everybody has been seeing during the Rugby World Cup. Land Rover is an iconic brand that has produced award-winning campaigns in recent years, so it added up to a perfect opportunity to talk about great brands and great ads. Chronicling a road trip in a blog as well as on Twitter and Facebook just made sense.”
In addition to chauffeuring the statues, Land Rover will also be assisting the Loeries production team with vehicles. Most importantly, the VIP MCs will travel in Range Rover luxury over the Festival Weekend. Loeries delegates will be targeted in a tactical online and mobile campaign to be launched on Friday 16 September designed to raise awareness of the impending arrival of the Range Rover Evoque on South African roads.
Sarah will be presenting a seminar on the impact of social media on identity and relatonships to the Southern African Heads of Independent Schools Association (SAHISA) conference, followed by a case study on the Loeries Go Beyond project to a UCT masters class later in the week. Then it’s the Loeries Festival weekend, which she’ll be covering for Sunday Times Lifestyle, and finally the drive back via some of the country’s most beautiful roads along the Garden Route.
Lesego Phiri, brand and marketing coordinator for Land Rover, is Sarah’s co-driver and has been closely involved in making the campaign happen. “We’re very excited about being involved with the Loeries and supporting our City Shaper DR Sarah Britten in her field of expertise. The Loeries is legendary and as a client, I’m looking forward to seeing how the marketing and advertising world recognise creative excellence."
To follow The Loeries Go Beyond, go to http://blog.rangeroverevoque..co.za/ or find it on Twitter @LoeriesGoBeyond