Challenge the impossible

How do we engage investors in a future vision?

By creating a campaign that exceeded expectations, defied physics and literally turned the brand upside down.

For the launch of Jaguar’s first-ever SUV, we needed to find its competitive edge. Especially since the premium segment of the Chinese automotive market was cutthroat, and as a new player, few people knew the brand and even fewer knew what the brand stood for.

Reaching a new audience

The launch of the F-Pace, Jaguar’s first ever SUV, provided the opportunity to capture a young and affluent audience. To do this in a saturated market, we needed to create a memorable and shareable experience, not just another social campaign.

Power loop

On the day itself, the record-breaking 360-degree loop that the F-Pace previously conquered at the 2015 Frankfurt Motor Show was built in Shanghai. This time the dynamic stunt took place at the Bund, to provide the perfect dramatic backdrop of the city skyline.

A content-driven campaign

Our audience had a short attention span, so we knew that for the stunt to have a long-term impact, we had to repeat our message again and again. Teaser content, social debate and UGC were seeded out leading up to the day, ensuring the campaign was an entertainment destination beyond the stunt itself.

For the audience

The audience, including 30 million plus on the live stream, witnessed a truly spectacular world first that was memorable and shareable.

For the brand

The experience successfully helped JLR make its mark in a new market, leading to a 75% increase in sales lead.