Range Rover Evoque’s Pulse of the City
The brand has selected 40 "City Shapers" to share what inspires them in their city, and is inviting others to contribute to that story, to develop a series of unique urban portraits.
As part of its efforts to launch the Range Rover Evoque – the auto manufacturer’s first compact city model, which we previously discussed – Range Rover has identified 40 influential ‘City Shapers’ across ten cities, working in and shaping fashion, design, music and film to collaborate with the brand over the next 12 months. These influencers include Georgina Chapman, Henry Holland, Daisy Lowe, Jessica Schwartz – and Piers Fawkes.
The City Shapers were selected due to their voice and influence in each city. They will participate in the Pulse of the City project by sharing what inspires them about their city, and having their journeys tracked – ultimately contributing to a living interactive guide to the urban spaces they call home. Information on each city is gathered and visualized using the Pulse of the City app – which individuals are also invited to contribute their own urban journeys to.
The journeys captured in the app will become a barometer of what people think about their city – the more people get involved, the more their city comes to life – and the more people can experience what inspires in your city. Ultimately, the cities’ pulse will be displayed both online and in 2011 in physical spaces across the world.
We found this campaign – a collaboration between Range Rover and The Brooklyn Brothers – to be a creative way of engaging visible influencers and average individuals in telling the story of what inspires them in their cities – and subtly carving out a role for the Range Rover Evoque within that urban lifestyle. We’ll keep our eyes on this campaign, and on the impact that it has for the brand’s newest model – a significantly more compact, urban model than those previously associated with the brand.