AWARD-WINNING PRODUCT LAUNCH

JAGUAR

THE CHALLENGE

The premium segment of the largest automotive market in the world is cut throat and as a new player, Jaguar needed to find it’s competitive edge. Few people knew of Jaguar. Even fewer knew what the brand stood for. The launch of F-PACE—Jaguar’s first-ever SUV—provided an opportunity to truly highlight Jaguar’s award winning performance brand credentials and differentiate ourselves from the competition. We set out to grab the consumers’ attention and raced headlong into a social campaign that exceeded expectations, defied physics and literally turned Jaguar upside down.

Jaguar’s strategic challenge was clear; they were a small player in a big game and they needed to do something disruptive to increase brand awareness and sell more cars. We took on the challenge, and took home a Silver Effie.

THE INSIGHT

Our key insight was that experience had a direct influence on consumers’ purchase decisions. Our target audience never forgets how a brand made them feel. That said, giving millions of Chinese the experience of a Jaguar was not physically possible. We turned to live streaming to touch our audience emotionally without them ever physically touching the car.

THE IDEA

We created an integrated social media campaign which would culminate in a stunt where the Jaguar F-PACE was put to the ultimate test – driving through a world record size 360° power loop standing 19.08m tall. A test that would showcase the vehicles lightweight aluminum body and unique abilities as an SUV that performs like a sports car - a test in which our audience could experience live, the roar of a Jaguar engine.

“Challenge the Impossible” was not just a social campaign that led to a stunt—it was be entertainment destination, constantly giving consumers intriguing, exciting content that would keep Jaguar top of mind, highlight brand heritage and showcase F-PACE’s USPs.

THE RESULTS

The brand campaign successfully created greater understanding of Jaguar (+22% sustained monthly increase on social performance and 30% increase in first preference), brand engagement (30million live stream viewers), and consideration (75% increase in leads, 13% increase in sales).

MY ROLE

  • The lead strategist and writer of the award winning Effie submission

  • The lead project manager across the entire activation, from conceptualisation to data tracking and analysis

  • The partnership manager of all external agencies, including local live streaming partners and Imagination, our fantastic event production partner

  • Internal day-of liaison, translating live stream information to JLR fans around the world so they could tune into the local activation