For a car enthusiast, this ad for a weekend sale by the Jaguar Land Rover (Malaysia) SDN BHD Company for its range of stylish Land Rover Models is the hallmark of sophistication and consumer awareness. The ad was put out as part of the company’s promotion of its brands during the 2016 Raya festivities in Malaysia. The creator of the Land Rover Raya weekend sale ad creatively used elements of background, color, words, and timing to create an ad that a potential buyer would find hard to resist.
The Land Rover range of cars are known for their versatility: ability to perform well both on the road and off-road. It was, therefore, very ingenious for the creator of this ad to use contrasting backgrounds to market the functionality of their range of cars. In the background of the ad, one is able to see the road, the sea, land, and the sky. The photo used in this ad was most likely taken in the morning as the sun was rising, as shown by the hue on the mountain range. The Land Rover range of cars are luxury cars that are mostly purchased by the upper middle class and the wealthy. Elements such as the sunrise, sea, and mountain ranges are ordinarily used to depict leisure and feel-good moments. These are the same elements that are desired by a would-be user of a Land Rover, and what a better way to appeal to their senses than incorporating these elements in the background of the ad. Having taken the photo used in the ad in the morning also ensured that the quality of the photo is a crisp image, with a clear contrast between the sea and the road. The angle of the photo was also deliberately chosen, in that there is a wide frame of the photograph, all the way into the horizon, with the vehicle positioned right at the center in the frame. Apart from this angle indicating the long range nature of the Land Rover range of vehicles, it also draws the focus of the viewer to the car itself and its various features.
The Land Rover Raya weekend sale ad uses very salient colors; various shades of grey, and the natural colors of the sea, mountains, and the sky. The Land Rover, being a car that is mostly associated with off-road activities, would in no doubt be perceived as a car that is one with nature. It is for this reason that the color of the car used in the ad was chosen to be grey; one that blends in with its natural surroundings. Besides, grey is color that is associated with sleekness and agility in the automotive world. Most consumers looking for a luxury car to drive, especially during the festivities, would be drawn to sleek colors like shades of grey and black. If the creator of the ad had used a sharp contrasting color for the car like red, for instance, it would have crowded the frame since there already are contrasting elements between the sea, road, mountain and sky. This goes to say that the color scheme in the ad was very well thought-out in conveying the brand image of the Land Rover.
The diction in the ad is deliberate and intended to not only attract consumers to the showrooms to view the company’s range of cars, but also to ensure that car sales are actually closed. The company communicates to its customers in the ad, to first go to the Raya Weekend Sale to get up close and personal with their range of stylish Land Rover models. These words used in the first part of the ad are bound to attract customers to the showrooms: both the ones who intend to buy the cars and those who would just like to get familiar with them. In the second set of words used, the customers are offered a luxury furniture voucher worth RM60, 000 to style up their homes when they purchase a selected Land Rover Model. This second set of words is bound to make those clients who came to the showroom while undecided whether or not to purchase one of the vehicles to definitely make a purchase. The offer being made of a luxury furniture voucher is befitting for the caliber of customers who are expected to buy a Land Rover, the upper middle class and the wealthy.
Lastly, the timing of the ad is perfect for closing many sales. In Malaysia, the Raya festivities are observed nationwide every year to mark the end of the holy month of Ramadan. It is a time when Malaysian locals and visitors showcase opulence and abundance by shopping for new clothes, delicacies, furnishings and decorations, and luxury cars. Highlighting the fact that this ad was intended for the Raya Festivities and includes both a sale on the luxury cars, and an offer on furniture is definitely bound to ramp up the sales.
In conclusion, the Land Rover Raya Weekend Sale ad has the perfect combination of background, color, diction and timing to draw potential customers to the company’s showroom and make substantial sales of its Land Rover range of cars.
