2016 Winners & Shortlists

Brief Explanation

Globally, Jaguar Land Rover invests significantly in its partnership with the James Bond franchise. Regionally, the brand faced a challenge to leverage this relationship for Jaguar specifically. Our goal was to change the brand association in the market from ‘Bond-Aston Martin’ to ‘Bond-Jaguar’. We needed to capitalise on the existing Bond awareness in the market and ensure that Jaguar was prominent car brand when our target market watched the movie. We therefore initiated a mass awareness campaign, supported with targeted tactics including a cinema activation on launch weekend. With 56% of the UAE active on social, the channel formed the core of the campaign, focussing on Twitter and Instagram for organic activity, Facebook for paid targeting to UAE males over 21. The competition directly linked to social engagement, with all entrees being submitted via individual social accounts, and data capture on-ground for lead generation.

The Campaign

With a long-term partnership as the ‘villain’ of the James Bond franchise, Jaguar wanted to capitalise on this positioning with a campaign alongside the launch of Bond movie SPECTRE. With the latest Bond villain driving the Jaguar C-X75 concept, the campaign #ThrillOfTheChaseDXB launched to drive mass awareness for the brand, and creating a clear link between Jaguar and the movie. The strategy centered around a competition to become a secret agent for the Bond villain, and drive off in your own Jaguar for three months. The public were encouraged to enter through multiple digital touchpoints: interactive screens and outdoor advertising, an engaging digital agent tool, event, cinema activation, radio, paid social and organic social activity. All activity drove users to a digital tool to create their own ‘Agent ID' selfie, and then share across their social channels with #ThrillOfTheChaseDXB for a chance to win the competition.

Creative Execution

Each campaign touchpoint was launched in parallel for maximum impact. Interactive screens: 27 screens at The Beach Dubai were customised to allow the public to take an ‘Agent ID’ selfie, and upload to their social channels to enter. Digital screen: 14m x 8m screen at The Beach pulled in live entries from Twitter and Instagram. Digital tool: Dual language ‘tool’ at thrillofthechasedxb.com where users could take a selfie and create an ‘Agent ID’ to share on their social channels. Social Activation: Dual language Twitter, Instagram and Facebook posts, and videos to encourage entries, supported by targeted advertising. Radio: 159 spots in Arabic & English across UAE stations, promoting thrillofthechasedxb.com Cinema: 10,000 ticket wallets distributed at Novo Cinemas on SPECTRE launch weekend, with a competition question and entry via Twitter. Event: Sponsorship of Esquire awards, with digital TV cards for influential guests, promoting competition engagement.

The campaign averaged 37 interactions per hour over the 12-day run. Key engagement achievements: Agent ID tool - 17% completion rate on thrillofthechasedxb.com - 75% of visits to the site within the UAE Interactive screens & digital outdoor - 8764 unique entrants via interactive digital screens at The Beach Dubai - Estimated 16,800 views of the mega screen live feed and campaign animation Social Media - 746 Agent ID images posted directly on social channels by the public - 470k reach for the campaign hashtag on Instagram and Twitter - 1.3m impressions of the campaign hashtag on Instagram and Twitter - 71% male audience, 80% within the UAE on Instagram and Twitter - 280k Facebook video views - 1.3m campaign hashtag impressions on Facebook