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[product / service launch]
Jaguar F-TYPE - Global Media Preview Objective: to dramatically showcase Jaguar’s new sports car model to assembled reporters in a cost effective and repeatable surrounding that was evocative of Jaguar’s brand values. The significance and importance of the F-TYPE needed to be communicated with this. Creative idea and description: the agency created a communication journey for the audience, which took them through different environments in the house to explore the Brand and Performance stories. The agency collaborated with Jaguar executives to help develop their content. The audience was then led outside where we revealed the car on a bespoke-built track, which gave a full sensory experience and showed its engine note to the optimum. As the car disappeared down the track and into a bespoke garage, two more engines fired up behind the house and compelled our audience to follow them. Against the backdrop of two F-TYPEs, Jaguar Design Director, Ian Callum, told the Design story. The preview was repeated up to three times a day over five days, so 135 journalists from 10 countries enjoyed the same experience. The reveal achieved Jaguar’s objective of generating positive media coverage for print and broadcast, and gave them a strong platform on which to change the perception of the brand. Media Mix: communication journey took journalists through different environments which were propped to tell the Brand, Performance and Design stories. The environments used a combination of photography, film,
music, personal storytelling and of course, the F-TYPE itself, to give a full sensory experience. Staging and set design: intelligent exterior design, implemented through clever landscaping and highly finished bespoke trackway and structure builds staged both the motion and full 360 static reveals of the F-TYPE. This was brought further to life during the evening events with teasing floodlighting for the motion reveal and perfect light coverage for the static. A balanced discreet solution within a luxury residential area with the power of impact needed to create long-lasting memories for the audience. Results: media coverage was achieved in major publications around the world. “It’s a rare opportunity for journalists to have such private access and personal treatment.” “The unveil of the car in motion was unconventional and impressive” said Stuart Schorr, PR Manager, Jaguar U.S.
[ DATA SHEET ] Country: UK Organiser: WRG Creative Communication Limited Client: Jaguar Date: September 2012 Target: influential automotive and lifestyle journalists from across the world
Location: Henley-on-Thames, UK
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