揽胜45周年，向你心中的胜者致敬！

Range Roversalutes to the champion in your eyes on its 45 anniversary!

2015年适逢路虎揽胜45周年，路虎希望能打破“传播形式化”的弊病，通过跨界营销与创意传播引发链式传播，发起新媒体创意比赛。我们基于“UGC完成社交”的理念，力求通过微信H5的创意传播发起网民对揽胜“一揽雄心”的讨论，自己创造内容并形成二次和多次传播。我们认为“胜者”是每一个像安吉丽娜·朱莉、埃隆·马斯克与雷军一样无视挑战突破自我的凡人，于是有了用系列名人代言并在最后让网友填空的H5创意：每个人都可以是胜者，向你心中的胜者致敬！

2015 markedthe 45^th anniversary of the birth of Range Rover. Land Roverwished to overcome its drawback of “formalistic communication” and ignite the chain communication through crossover marketing and creative communication, in an effort to launch a new media originality competition. Based on the concept of “UGC complete social networking”, we strived to initiate a discussion of Range Rover’s “Ambition in Rover”among netizensthrough the creative communication of WeChat H5, using celebrity endorsement and ultimately letting netizens fill in the blanks: Everyone can be a champion, so salute to the champion in your heart!