A great story from Land Rover about using print as the cornerstone for a multi-award winning marketing campaign.
"To form a lasting connection between Land Rover and its target audience, the brand created a practical desert survival guide as a giveaway to all Land Rover owners. This guide not only provided extreme tips to stay alive in the desert, but, as a last resort, could be consumed thanks to special print and paper technology.
Land Rover designed and produced a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience. The survival guide is made out of edible paper and ink, its metal binding can be used as skewers, and its reflective packaging to signal for help.
Book was sent to 5,000 existing customers, given away as a supplement to the cars’ manual and made freely available in sports shops. The concept became so popular that Land Rover included the book as an insert in the next edition of a car magazine, with a 70,000 circulation."