The Brief: #Hibernot was Land Rover’s fully integrated winter campaign — a nationally driven, socially-led programme built around one idea: stop hibernating, get outside. Designed to celebrate the great British outdoors and showcase the capability of the new Discovery Sport, the campaign ran across experiential, social and PR activations throughout the winter season.
Working within a North West divisional franchise, we were appointed to bring the campaign to life on a local level across Lancashire and Yorkshire, owning the invitation programme and delivering the on-the-ground customer and brand ambassador experience.
The Concept: The centrepiece activation was a Great British Winter BBQ at the stunning 3,000-acre Broughton Hall estate near Skipton, North Yorkshire. 250 specially invited guests gathered in the grounds for an afternoon that did exactly what the campaign promised, embracing the season, in all its muddy, atmospheric glory.
Celebrity chef James Martin cooked live, serving a bespoke gourmet winter menu developed specifically for the occasion. Singer Pixie Lott delivered a surprise intimate acoustic set to a delighted crowd. Outdoor activities – treasure hunts, remote control Land Rover experiences, speedboating on the lake kept guests immersed in the spirit of the day from start to finish.
We managed the full invitation strategy for the divisional audience and deployed a brand ambassador programme on the ground to ensure every guest touchpoint reflected the campaign’s values: adventure, capability, and a genuine celebration of winter.
The Results:
250 guests. One unforgettable afternoon. A local execution that delivered on the ambition of a global campaign, and a masterclass in the power of immersive brand storytelling at a regional level.
