Turning the brand upside down
The premium segment of the Chinese automotive market is cut throat, and as a new player, Jaguar needed to find its competitive edge. The problem was that few people knew the brand, and even fewer what the brand stood for.
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.
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.
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.
//"The All-new Jaguar F-PACE defied gravity once again" – Senatus Magazine