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Edible Survival Guide Helps Land Rover Owners Survive

Everyone knows that “the medium is the message”, but no ad that I’ve seen in recent memory proves that point more than this print ad from Land Rover, called the Edible Survival Guide:

Land Rover Survival Guide

The guide aims to emphasize the exotic adventures that Land Rover owners are supposed to undertake, and includes the tools and information needed to survive in the desert:

  • The cover is made with the same reflective material used by the army, and can be used to signal for help.
  • The metal binding of the guide can be made into skewers, so stranded drivers can spear and cook any animals they’ve hunted.
  • The 28 page guide details all of the indigenous animals and plants in the area that are safe to eat.
  • The pages of the guide also include information on how to make a shelter, build a fire, and a map in case drivers wish to try and walk their way out of the desert.
  • Plus, if needed, the book itself can be eaten to provide the owner with a few additional calories. The pages are made of potato-based starch paper and printed with glycerin based ink, resulting in something that’s 100% safe to eat, with relatively the same nutritional value as a cheeseburger. (Though probably not the same taste.)

The ad was created by Y&R Dubai, who described the idea as follows:

While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Sandstorms, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into the desert, even the most experienced drivers can quickly succumb to the harshness of the desert. This book teaches them the basics to staying alive in the Arabian Desert, hence reinforcing what Land Rover stands for in a fun and engaging way.

The campaign was so successful that all 5,000 of the original books were quickly claimed, and Land Rover decided to print an additional 70,000 copies to include as an insert in a popular print magazine.

Sounds like a winning idea to me!

Wallets From The King Help Sell Burgers

Burger King Wallet

Burger King continues to impress me with their unconventional advertising. First, they created the Burger King Studio to give the brand a bit of a lifestyle angle, and now, they’re dropping The King’s wallets in major metropolitan areas to help out during the credit crunch.

Burger King Wallet Contents

The wallets contain a Burger King Crown Card pre-loaded with $5 to $20, cash ranging from $1 to $100 with stickers of The King’s face in place of the president’s, The King’s ID and business card, a receipt from Burger Bling complete with The King’s latest purchases, a map of nearby Burger King locations, and a sticker that says “Attention Would-Be Good Samaritan! Don’t worry about lost & found. The King wants you to keep this wallet and everything in it.”

To dispense these wallets, The King’s people walk around town and ‘drop’ the wallets in highly trafficked areas. If the person that finds the wallet tries to quickly return it to them, they simply smile and kindly reply, “Don’t worry; It’s on The King.”

McDonald's Wallet

Unfortunately for Burger King, it looks like McDonald’s beat them to the punch, so they can’t claim the ‘lost wallet’ idea as their own, but as is often the case with great ideas, this one bears repeating, and BK did such an excellent job with the look and feel of this campaign that I’m impressed with just the execution alone. Plus, as demonstrated by the amount of blog coverage that the campaign has received, it’s also well timed, and is ringing true during a period where everyone’s purse strings are pulled a little tighter.

The Good:

  • Unexpected and clever campaign ensures word of mouth buzz, as well as additional media coverage.
  • Everything in the wallet leads the consumer into a local Burger King restaurant for an in-store experience.
  • Extends and personifies the idea of ‘The King’.

The Bad:

  • Limited and expensive coverage due to material costs.
  • Works better in major cities than it does in small towns.

The Future:

  • Clever and creative ‘on the street’ advertising impresses consumers and cuts through their ad filter to speak directly to their fundamental needs. (In this case, cheap food and more money!)

Burger King Wallets, Time Out Chicago