BRIEF: Increase Land Rover owner loyalty and drive retention by promoting repurchase and upward migration. SOLUTION: Owners of very special and significant objects are much like believers in a great idea or important cause. By engaging this audience in a way that is genuine we created a sense of community and belonging to an extraordinary guild built around shared beliefs and experiences that only the object can deliver. The creative strategy has four components that give the campaign its name, HERO. HERO stands for Heritage, Experience, Relevance and Offer. Based on these insights, this 3-touch DM campaign was sent to current owners at 3-month intervals. All in all, 12 unique executions were created. RESULTS: Over four quarters, the program generated $4.08 for every $1 invested delivering a staggering 308% ROI. This program netted Land Rover an incremental profit in excess of two million dollars.