The Challenge:
When faced with the prospect of re-introducing their iconic, flagship vehicle the Defender, Land Rover crafted what some insiders called an “impossible” vision: an unforgettable, premium, and culturally progressive test-drive experience in which everyone would “go home with a story to tell”.
Corso Marketing Group was hired to tackle the program and they tapped Anastasia King to lead as Festival Director. And we did the whole thing on a steeply ambitious timeline: design, promote, and deliver a first-year music festival in 6 months. The show achieved reach and participation numbers far beyond expectations and shocked the auto industry.
“You are the best producer I have ever worked with.. Hands down,” said one of our clients, a veteran of many drive events and car shows. We also impressed one of the founders of Coachella.
"I don't know how you did it, but the vibe you created here is priceless." - Paul Tollett, one of the founders of Coachella, Day One of 4XFAR:
Land Rover's once-in-a-lifetime re-introduction of their iconic Defender called for a epic ambitions, respect for legacy, and unconventional metrics.
4XFAR won top honors for Best Production of a Consumer Event and Best Single Market Event.
"You are the best producer I have ever worked with. By far." - Karen Angus, Head of Experiences, Land Rover, NA. We took over a retired, 60-acre, date palm estate in Indio and transformed it into a unforgettable, world-class brand experience.
Two days of music graced the 4XFAR stage featuring a unique blend of artists and genres including Mark Ronson, Q-Tip, Sofi Tucker, and Young the Giant.
Anderson Paak stole the entire show.
VIP Chase Sapphire guests enjoyed a premium vantage point on the main stage action.
Adventure activities reached new heights on 15 acres of off-road track.
The team from Land Rover Experiences sculpted an empty field into 15-acres of stomach-dropping moguls, punishing inclines, and once-in-a-lifetime test drives for fans of the new Defender.
We used this opportunity to lean into long-standing brand partnerships and magical juxtapositions. Where else could you find USA Olympic equestrian athletes mingling amongst fans waiting to engage in high-end outdoor activities such as rock climbing, mountain biking and axe throwing? A world-famous artist learning how to fly fish? Or the world-fastest overland racer learning how to mix cocktails campside?
In the end, everyone went home with a story to tell. This is key because it illustrates how a powerful brand narrative can be planted by the courage of risk-forward marketing executives who understood their brand and their consumers better than conventional wisdom. That's a winner every time.