Familiarisation DVD

Objectives

Freestyle was commissioned to produce a Familiarisation disc for the Freelander 2 that would act as a 'quick start' guide to the vehicle and provide an engaging alternative to the printed version of the owner's manual. 

Solution

Our approach was driven by a desire to understand the target audience of the vehicle, their lifestyle and demographic, and to tailor the content of the Familiarisation disc accordingly.

Rather than produce a technical 'step by step' guide, we created a narrative based around the family orientated Freelander 2. The story centres on a couple at home taking their new vehicle for a spin for the first time.

The 'lean back' effect of a DVD lets the customer relax and get to grips with their new purchase without having to trawl through a printed manual. The video footage guides the customer through the key features of the car from opening the boot to using the sat nav.

Resultsfamiliarisation_gps1familiarisation_gps2

The project was signed off with no need for amends after customer testing. Following launch, the Freelander 2 was rated very highly for ease of use, largely thanks to the effectiveness of the Famililarisation disc.

The Familiarisation DVD was taken up across all markets and the Freelander 2 has become Land Rover's most successful vehicle ever.

Their proven ability to increase customer satisfaction and reduce 'Things Gone Wrong' has meant that Familiarisation DVDs are now an official part of Land Rover's handover process for all vehicles. 

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