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The Brief
Published: 26 Mar 2018

Adventure Branding: Land Rover Creates Outdoor Phone

Land Rover has extended its signature outdoor branding beyond vehicles with the launch of Explore, a rugged mobile phone aimed at the adventurous consumer. 

Developed with UK-based electronics company Bullitt Group and released at this year’s Mobile World Congress in Barcelona, Explore is designed to endure extreme outdoor conditions and activity. The release emphasises Land Rover’s public image as one rooted in outdoor activity, and explores how this translates across product categories.

As examined in our A/W 19/20 Design Direction Essence, tech is no longer considered in opposition to the natural world, and is being used as a tool to access and engage with this environment. Land Rover’s phone taps into this mindset, employing new technology to encourage digital natives to explore a wilder landscape while remaining safe and connected.

Equipped with a factory-fitted screen protector, the Explore can withstand a drop of 1.8 metres, be submerged in fresh and salt water, and survive thermal shock, severe temperatures and humidity.

The phone is also kitted with a powerful battery built to endure constant GPS navigation. For longer expeditions, users can opt for the Adventure Pack add-on, which doubles the battery life and includes a GPS patch radio antenna. This also features augmented reality mapping from UK app Viewranger, allowing users to overlay directional arrows and the names of surrounding landmarks onto the phone’s camera image.

Read Survivalist Thrill-Seekers for more on how an emerging consumer group is seeking extreme experiences as an antidote to digital saturation. See also Monetising Mindfulness to discover how companies are encouraging consumer wellbeing through branded spaces.

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