Land Rover Car Launch – Defender Wins at Event Marketing Awards 2021

Introduced in 1948, the original Defender was Land Rover’s very first model, and one whose ability to cross any terrain in any weather made the car and the brand a legend. For 2021, Land Rover has unveiled an all-new Defender – designed and built for 21st century adventurers.


In December 2020, this crucial new model was launched in Taiwan, with Pico providing the expertise needed to create and manage an event fit for a new off-road icon. Location was another key element; to demonstrate the new Defender’s all-terrain capabilities, the team recommended Linkou Buffalo Pit – sometimes known as ‘Taiwan’s Grand Canyon’. A favourite among local off-roaders, the site offers a variety of challenging terrains as well as potentially extreme weather.

The team’s sound ideas, thoughtful planning and deep experience in design, event and venue management and video production ensured that heavy rain, mud and tricky mountain roads enhanced rather than derailed the launch day. Invited guests and media alike were left with a vivid impression of the new Defender’s ability to transform the roughest conditions into a smooth experience.

At Campaign’s Event Marketing Awards 2021, this launch won a Silver in Best Brand Activation and a Bronze in Best Event Production.