Land Rover has tied up with Y&R Singapore to launch a community-sourced lifestyle app called “52Undiscover”.
Partnering with the publication Time Out , the app helps users find new experiences all year round and at the same time uses crowd-sourcing to continually generate new content. 52Undiscovered lets users post or view all types of discoveries – from urban adventures to enjoying family escapades at Singapore’s first mermaid school. 52Undiscovered also shows location via the app’s Google maps functionality.
Discoveries can be shared in two ways, by uploading photos through the app itself and via Instagram tagged #52Undiscovered. There is a dedicated webpage and a YouTube channel launched in conjunction with the digital initiative.
Land Rover appointed Y&R Singapore last year for its creative duties as the luxury SUV brand readies for a significant brand push into Southeast Asia. Y&R Singapore was then given the responsibility for the development and management of Land Rover’s marketing communications over multiple touch points including TV, print, digital engagement, activation, direct marketing and related collateral.