Premium digital engagement for off-roading enthusiasts - Ardhi by Land Rover

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"Ardhi" – a one-of-its-kind digital platform that enhances brand advocacy for Land Rover.

the story

Off-roading is more than a hobby; for some, it’s a passion that they follow and often love sharing with the world. At a time when social sharing is an integral part of our lives, off-roaders have often faced a challenge in finding the right platform to share their experiences. One of the first to recognize this as an opportunity is Land Rover, the world-leading premium SUV manufacturer, which has established a strong presence in the Middle East & North Africa (MENA) region. Since 2011, Land Rover has worked closely with Nagarro in developing unique digital experiences to acquire, engage and retain their customers across MENA.

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challenge

As a brand that shares their customers’ off-roading passion, Land Rover realized that this niche community lacked a common platform to exchange their adventurous experiences. Off-roaders were relying on archaic methods of tracking, storing, and maintaining their route logs. Land Rover recognized this market deficit and saw it as an opportunity to connect with off-roaders and address their distinct needs, from efficiently planning adventures to sharing road trips with family and friends, thereby building advocacy for the Land Rover brand.

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solution

Land Rover and Nagarro co-developed "Ardhi" – a digital platform that gives off-roaders the ability to create unique routes from scratch, discover popular routes, explore points of interest, share their adventures, and follow off-roading influencers. The Android and iOS platform comes with various SOS features and is well-integrated with social media applications. The mobile apps, admin portal, and APIs that power the digital customer experience are developed, hosted, and, maintained by Nagarro.

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outcome

The platform has 90,000+ registered users globally who have created a repository of 8,800+ routes. Land Rover can access critical insights regarding the off-roading community’s pains and desires and has enhanced its engagement across the customer lifecycle. Also, personalized campaigns through the platform have helped Land Rover boost its market penetration in the region.