The Range Rover Evoque has been aggressively marketed to metropolitan consumers as a hip, customizable vehicle that fits a broad range of personalities and persuasions. The choices one makes in designing his or her Evoque are therefore an extension of their personality and speaks to the inner workings of their psyche - or at least that’s what Land Rover is suggesting with their new interactive film, Being Henry.
In yet another innovative marketing ploy, Land Rover has created a film which allows the viewer to make choices on behalf of the protagonist Henry, played by Leo Fitzpatrick. You may remember him from HBO’s hit series The Wire). Each decision takes Henry on a different journey throughout the story. At the conclusion of the film, the viewer is brought to a page featuring a Range Rover Evoque equipped with option packages that correspond with the decision made in the film.
My first try at the film found Henry kidnapped by a group of thugs after a case of mistaken identity. Land Rover surmises that a group of criminals need space and accessibility, and select a 5-door Evoque model, with earth-tone exterior coloring which reflected other “choices” I made during the film.
It is abundantly clear that this was not a low-scale production. The film succeeds by creating an authentic feel, with strong acting and compelling storylines. An effective piece of branding that is engaging without being overstated.
Want to make your own choices for Henry? Click Here.
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