Land Rover has partnered with local cafes such as Strangers' Reunion and EGG STOP to bring breakfast to the Central Business District. The collaboration saw the automotive brand's Land Rover Discovery vehicle parked with its boot being used as the pop-up cafe setup. The pop-up cafe served a mix of cold brews and hot coffee from Strangers' Reunion as well as packed sandwiches from EGG STOP.
In addition, an exclusive Land Rover tote bag which includes a decal and its 70th anniversary edition Land Rover magazine was given on-site. Visitors could also share their breakfast experience on social media with hashtag #LandRoverBreakfastStop.
“Besides being lifelong Land Rover fans ourselves, I think there’s a lot of synergy between Land Rover and Strangers’ Reunion. Strangers’ Reunion relates very strongly to the go anywhere, can do attitude that Land Rover exudes,” Mervin Pang, co-founder of Strangers’ Reunion said.
Ahmad Adam, co-founder of EGG STOP said that the cafe believes in providing an enjoying experience for its customers, similarly to how Land Rover brings "fun and adventure" with its vehicles.
“We’re happy to partner Strangers’ Reunion and EGG STOP for this mini pop-up café, to showcase the versatility of the 7-seater Land Rover Discovery. Land Rover has also been long associated with adventures and outdoor lifestyle like off-roading and camping. Some owners even make use of the boot and tailgate for picnic or just as a place to hang out in,” Corinne Chua, general manager, Jaguar Land Rover, Wearnes Automotive said.
“We hope to inject some fun in the bustling city with the Land Rover Breakfast Stop,” she added.
All marketing efforts was done in-house by Land Rover. The campaign publicity was done solely via social media on Land Rover's Facebook and Instagram pages. The automotive brand aims to grow its fan base as well as increase test drive within potential customers.
Land Rover is not the first brand to target the breakfast crowd. Most recently, Tiffany & Co. partnered with local bakery brand Tiong Bahru Bakery to make Breakfast at Tiffany’s a reality. The partnership saw the jeweller setting up a booth outside ION Orchard which gives out free coffee and croissants. This is provided visitors post a picture of the coffee cart with hashtags such as #tiffanypaperflowers and #tiongbahrubakery.
This allowed interested parties to recreate their own iconic Audrey Hepburn moment in the movieBreakfast at Tiffany’s by having breakfast while peering into a Tiffany’s boutique. In addition, the campaign also saw Tiffany & Co. taking over Tiong Bahru Bakery’s flagship outlet in Eng Hoon Street, painting the outlet in its signature Robin egg blue colour. iris Singapore was involved in the campaign.