The new Range Rover Evoque ‘Being Henry’ campaign showcases how interactive advertising can connect consumers to a brand through storytelling. The campaign allows the user to live a day in the life of Henry, an average man leading an average life. Your choices dictate which toothpaste he uses, which pair of shoes he wears, and how he reacts to a series of wacky events as they unfold over the course of a day. You decide what kind of adventure the movie will be – action, love, fantasy, or comedy.
The wide variety of choices is meant to mimic the options available to consumers interested in purchasing the new Range Rover Evoque. At the end of the short film, Range Rover will recommend a car for you, based on the situational, color-based, and emotional choices made in the course of the interactive campaign.
What's Driving This Trend
- Interactive Advertising
- Opportunity to engage consumers through interactive storytelling and personalized experiences.
- User-driven Decision-making
- Potential to empower consumers by allowing them to make choices that shape the outcome of the ad campaign.
- Personalized Recommendations
- Capability to provide tailored recommendations based on individual choices and preferences.
Who This Affects Most
- Advertising
- Disruptive innovation opportunity to create interactive and engaging advertising campaigns.
- Automotive
- Potential to enhance the car-buying experience by using interactive ads to personalize recommendations and showcase features.
- Entertainment
- Opportunity to revolutionize storytelling by allowing viewers to actively participate in the narrative of ads.
