Land Rover Australia will return as the major automotive partner in season two of Seven’s highly anticipated reality program, SAS Australia, with black Defender 110s transporting the ex-Special Forces team led by Ant Middleton.
Land Rover aims to go above and beyond once again, building on the success of last season which generated double-digit growth in brand consideration.
The series integration helped shift perceptions in a highly competitive market to differentiate Land Rover from other luxury family SUV brands and reclaim its heritage as the true off-road adventure vehicle, generating a more than 35 per cent increase in sales for the new Defender following the campaign.
Shannon Edwards, marketing director, Jaguar Land Rover Australia said: “Our SAS partnership provides Land Rover with an authentic platform to demonstrate the toughness and appeal of Defender.”
“Defender redefines capability, raising the standard for off-road ruggedness and on-road comfort, to confidently tackle the harsh Australian landscapes featured in the program. Now available in two sizes, the two-door 90 and four-door 110, Defender is the strongest, most capable Land Rover ever built, and we’re excited to see it put to the test once again in the new setting of SAS season two.”
Katie Finney, director 7RED said: “Seven is delighted Land Rover Defender has returned as the auto partner of SAS Australia. The first season was the most talked about show on television last year and delivered best-in-class integration and results.”
“This year the Defender partnership will go to the next level as television’s toughest test storms back onto screens. The Defender will be integrated across broadcast, social and digital and will leverage our ad innovation product 7Act to drive viewers via QR codes to the Land Rover website.”
Led by dentsuX and supported by dentsu sister agencies Haystac and The Storylab, the partnership will be delivered across owned, earned and paid channels to build on the appeal of season one and drive consideration for the Land Rover Defender.
Sam Down, client partner, dentsuX said: “This year the videography has been elevated so viewers are in for a bigger and better season. Last year, we carefully analysed several properties to partner with for the iconic new Defender launch, and as predicted SAS Australia season one was hugely successful with the partnership recently shortlisted for the APAC Effies, among other awards.”
“Season two promises to be bigger and better, everything has been levelled up and the stunning videography means the Land Rover Defenders will be integrated and unmissable throughout in the stunning rural Australian landscape.”
The Defender is very much a part of British automotive history, a symbol of great adventures and expeditions.
The newest model featured in SAS Australia is the toughest and most capable Land Rover yet, its advanced all-terrain technologies redefine adventure for the 21st century, remaining true to the pioneering spirit that has been a Land Rover hallmark for over 70 years.
SAS Australia premieres on Monday, 13 September at 7.30pm on Channel 7, and 7Plus.
CREDITS
LAND ROVER AUSTRALIA
Marketing Director: Shannon Edwards
General Manager, Communications and Public Relations: Tim Krieger
Public Relations Manager: James Scrimshaw
Brand Communications and Partnerships Manager: Rowena Vas
denstuX
Client Lead: Sam Down
Client Manager: Kristina Endrikhovskaia
Investment Manager: Alessandro Vari
Digital Manager: James Lobb
THE STORYLAB
Head of Content Partnerships: Cat Wilkinson
Content Partnership Executive: Rebecca Warrand
SPARK44
General Manager: Gavin Sommer
Account Director: Daniel Larcombe
Social Media Manager: Rachelle Hills
HAYSTAC dentsu
Group Account Director: Carolina Fullen
Account Director: Tom Lock
Account Manager: Susanna Te
Senior Account Executive: Harriet Eastgate
SEVEN WEST MEDIA
Director 7RED: Katie Finney
Head of Program Partnerships, 7RED: Chris Fifer
Head of Corporate Communications: Rob Sharpe
