LEADERS IN AUTOMOTIVE COMMUNICATIONS
so who are we? FP Creative â€“ a cross-media creative and communications agency. For nearly a decade, FP Creative has served the automotive industry, using our unique blend of experience, expertise and creativity to help our clients develop launch strategies, PR campaigns and marketing collateral for some of the most iconic product launches of the century. It is our unwavering focus on value for money and return on investment that has enabled us to win the trust of some of the worldâ€™s most famous automotive and luxury brands. Our passion is eye-catching design, engaging interactive multimedia, beautiful print, jaw-dropping photography and film... and inspirational words. We hope that the case studies in this portfolio will speak for themselves, covering as they do press packs, brochures, digital apps, websites, social media, films and branding work for some of the worldâ€™s leading automotive brands.
Trail blazer How we helped launch the new Range Rover...
CASE STUDY 1: RANGE ROVER PRESS PACK & APP
BRIEF Support the launch of the latest Range Rover by producing print, video and digital assets including press packs, brand and technical films, an iPad app and a deluxe launch event case-bound book.
PROJECT Creative consultation, strategic PR consultancy, cross-agency co-ordination, media distribution, photography, printed press packs, iPad launch app and technical, brand and reveal films.
he fourth generation Range Rover is the most capable yet, representing the biggest step forward for this iconic brand in terms of comfort, refinement and luxury. The very first SUV with a lightweight, all-aluminium body, which has been completely engineered from the ground up, the new Range Rover easily takes the title of being the worldâ€™s finest luxury SUV.
Thanks to its near-decade long relationship with Jaguar Land Rover, FP Creative was honoured to be tasked with the creation and co-ordination of the necessary assets to support the launch of this gound-breaking, world-beating vehicle. FP Creative set about producing a suite of assets including press packs, brand and technical films, a launch iPad app and a luxurious case-bound book created for an exclusive Range Rover launch event at Richmondâ€™s Royal Ballet School in London and subsequent Morocco media drive.
AUTOCAR LOVED YOUR RANGE ROVER FILM AND ARE RUNNING IT ON THEIR WEB HOMEPAGE... AND THE PHOTOS ARE IN THE MAG... AND IN STEVE CROPLEY’S COLUMN! NICE ONE!” RICHARD AGNEW, SENIOR MANAGER, GLOBAL PR RANGE ROVER
Location photography and brand films were completed in Morocco, with additional studio photography shot in the UK. Ten short videos, each highlighting a unique technical aspect of the new Range Rover, were made at the company’s production facilities in Gaydon and Solihull. The Range Rover launch iPad app was conceived, created and implemented in-house by FP Creative’s experienced team of back and front-end programmers. FP Creative provided creative consultation throughout all the launch projects as well as essential cross-agency co-ordination and PR strategic consultancy, vital ingredients to generate the perfect suite of launch assets. The results speak for themselves. World-class solutions for a world-class product.
CASE STUDY 1: RANGE ROVER PRESS PACK & APP
To view the all-new Range Rover quality story film visit: vimeo.com/49455476 or scan the QR code on your smart phone
the return of the sports car
The F-Type, and we were there all the way...
BRIEF Help Jaguar support the launch of the sporting F-TYPE with a suite of PR materials including stills photography, two luxury press packs and brand films.
PROJECT Bespoke photography, bespoke printing solutions, printed press packs, creative consultation, storyboarding, videos.
he Jaguar F-TYPE is a return to the company’s sporting roots – a two-seater roadster with a choice of V6 and V8 engines, focussing on performance, agility and driver involvement. Jaguar’s first sports car in decades, and the natural successor to the original E-TYPE, needed a series of special treatments to mark its launch. Having worked with Jaguar Land Rover for the best part of a decade, FP Creative was the natural choice to create and co-ordinate the suite of media assets for this important addition to the Jaguar stable.
The creation of the press packs required two separate approaches: the brief being to produce images appropriate for both motoring and fashion and lifestyle titles. FP Creative was involved in every stage of the process, providing creative input into location sourcing, production design and art direction. Bespoke photography for both
CASE STUDY 2: F-TYPE PRESS PACK & FILM
packs was completed in Sicily using models for the lifestyle imagery. A brand film – as well as a broadcast roll of additional footage – was also produced in Sicily. Additionally, FP Creative produced a series of performance-oriented films for the British, German and US markets shot at Snetterton race circuit in the UK with a trio of racing drivers putting the car through its paces on the track. Again FP Creative was involved every step of the way, creating storyboards and overseeing the shooting, editing and approval process of these films. The F-TYPE also featured in another FP Creative-produced film. Shot on location in Los Angeles in conjunction with the new Range Rover, ‘The British Invasion’ publicised their respective debuts at the LA Auto Show (see next page).
I’VE WATCHED THE FILM ABOUT 10 TIMES NOW. I NEVER TIRE OF WATCHING IT! WELL DONE TO ALL THE team.”
IAN CALLUM, DESIGN DIRECTOR, JAGUAR CARS
CASE STUDY 3: JAGUAR F-TYPE & RANGE ROVER FILM
welcome to tinseltown The F-TYPE and Range Rover were the stars of their own Hollywood movie as they arrived at the 2012 LA Auto Show.
ith both the new Range Rover and Jaguar F-TYPE debuting at the LA Auto Show 2012, Jaguar Land Rover needed a trusted agency to create and co-ordinate a short film that would introduce both cars to the motor show audience before they were actually unveiled. FP Creative was commissioned to produce this film, which would bring the performance and dynamism of both cars to the fore, while also introducing a unique sense of â€˜Britishnessâ€™ to the proceedings. FP Creative was involved in every stage of the process, from creating the storyboards to scouting locations and sourcing the punk rock soundtrack. As well as sticking to the original brief like glue, the resulting film outshone everything else at LA.
To view the F-TYPE and Range Rover film visit: vimeo.com/54533019 or scan the QR code on your smart phone
BRIEF Develop an app for Bentley’s PR team allowing them to distribute material to journalists at motor shows and other events.
PROJECT Use Adobe Air platform to deliver an updateable media hub.
THE APP of luxury All the latest Bentley facts you’ll ever need, anytime, anywhere…
CASE STUDY 4: BENTLEY MEDIA HUB AIR APPLICATION
o coincide with the Paris Motor Show, FP Creative was asked by Bentley to come up with a digital solution to supply journalists with press information at global events as well as at smaller scale engagements such as drive events and factory visits. Bentley’s PR team also needed to be able to update the contents on a regular basis without impacting on the app’s user experience.
The main objective of this exercise was that all Bentley’s press material should be easily and quickly accessible to journalists. In light of this FP Creative proposed a fully updateable app that would satisfy all of Bentley’s requests. From multilingual capability, the ability to support audio, video, galleries and social media integration and supported across multiple devices and platforms – both Windows and Mac OS-X – the app made downloading materials quick and simple as well as being integrated with the Bentley media site and website. Built-in functionality that measured the app’s success by monitoring the number of downloads was also included in the build. And the end result? All the latest Bentley information, anytime, anywhere.
he XFR-S is the fastest, most powerful and agile sports saloon ever made by Jaguar. The second model in the ultra-high performance R-S portfolio, it boasts 550PS and is capable of 186mph .
FP Creative was tasked by Jaguar with producing stills photography and film footage for the staggered launch programme, leading up to the full reveal at the 2012 LA Auto Show. We researched locations across Europe to identify breath-taking settings which captured the spirit of the XFR-S. Finally settling for a series of specially closed twisting passes high in the Swiss Alps, we produced a suite of stills photography and a thrilling film which channelled the XFR-S’s power and excitement into an action-packed two minutes of heart-inmouth driving. As the XFR-S was a brand new product, top secrecy had to be observed and FP Creative was also entrusted with organising the strictest security. The resulting images and film were used for all PR and marketing collateral – both print and digital – and appeared in leading media across the world.
To view the XFR-S film visit: vimeo.com/54530239 or scan the QR code on your smart phone
ON THE LIMIT edition
Exciting? That’ll be the XFR-S in the Swiss Alps...
CASE STUDY 5: JAGUAR XFR-S FILM & IMAGES
BRIEF To produce a coffee table book to mark the completion of Land Rover’s Journey of Discovery – conceived to celebrate the one millionth Land Rover Discovery.
PROJECT Planning, layout, copy-editing, image re-touching and design for a 132-page case-bound printed book.
he Journey of Discovery was mounted to celebrate the one millionth Land Rover Discovery rolling off the production line. In the company of three other fully-equipped Discoveries, the milestone model was driven from Birmingham to Beijing, a journey of more than 10,000 miles across 13 countries with the aim of raising £1m for the Red Cross.
FP Creative proposed a beautiful coffee table book commemorating the Journey of Discovery, sales of which would raise further money for the Red Cross. With that in mind, it was essential that the book was published as soon as possible after the team arrived in Beijing. Working flat out, it took just ten days from the completion of the journey for the team at FP Creative to retouch the images, plan and layout the book, compile, edit and add to the copy and design the pages. The 132-page, case-bound book was delivered to Land Rover three weeks after the one millionth Discovery completed its epic journey to Beijing.
CASE STUDY 6: JOURNEY OF DISCOVERY COFFEE TABLE BOOK
we’ve got the books, they look great. can’t believe you did all this in ten days...” FRANK KLAAS PR DIRECTOR JAGUAR LAND ROVER
EVOQUE-ATIVE IMAGERY How to launch a car for the fashion pack
BRIEF The creation of two separate printed press packs, plus video and photography assets, to support the launch of the Range Rover Evoque Special Edition with Victoria Beckham.
PROJECT Creative consultation, press packs, specially commissioned photography, brand films.
eaturing ultra-luxurious materials and exclusive styling details, the Range Rover Evoque Special Edition with Victoria Beckham was a haute couture car for a very fashion literate audience. To ensure that its appeal was communicated to both mainstream automotive media and specialised fashion press, FP Creative proposed separate printed press and lifestyle packs.
The first, a large format pack, focused on a studio shoot with Victoria Beckham by legendary fashion photographer Nick Knight and an FP Creative commissioned location shoot in LA. This was given to VIP guests at an exclusive launch event with an additional
200 packs, signed by Beckham and Gerry McGovern, reserved for the carâ€™s owners. A second press pack was distributed at the Beijing Auto Show, with further imagery and content aimed at its automotive audience. Additional assets from FP Creative included a launch video and suite of press photography. To view the Evoque Special Edition film visit: fpcreative.com/ project/evoquespecial-edition or scan the QR code on your smart phone
CASE STUDY 7: RANGE ROVER EVOQUE SPECIAL EDITION VIP & MEDIA PACKS
Contact To arrange a meeting or to request any further information about any of our services, please contact: James Moore â€“ Commercial Director email: firstname.lastname@example.org tel: 020 7089 6930 FP Creative Ltd 8 Vine Yard London SE1 1QL www.fpcreative.com twitter: @fpcreative