Stepping on it


How to create a positive buzz in China’s online video sharing world has become something of a holy grail for marketeers. So a round of applause for the executive at Land Rover who had the bright idea of filming one of its iconic four-wheel drive vehicles zoom up 999 stairs to the top of a Buddhist mountain. According to Sina Auto, the video showed amazed onlookers cheering as the Range Rover powered its way up the steps. At its steepest point the route up Zhangjiajie Tianmenshan is about 50 degrees, but the driver made the feat look as simple as racing along a freeway, and paused on only a couple of short occasions.

“What is the significance of the campaign for Land Rover?” asked Sina Auto. “Was it intended to prove its dynamic powertrain, high chassis, outstanding four-wheel drive power distribution system, suspension system?”

For China’s more affluent consumers this Jeremy Clarksonesque gimmick will have done all of the above, plus reinforced the view that there is no safer vehicle in which to conduct the daily school run.

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