2016 Winners & Shortlists

JAGUAR FORWARD THINKERS - CELEBRATING THE ART OF PERFORMANCE

BrandJAGUAR LAND ROVER
Product/ServiceJAGUAR XE
EntrantMEC MENA Dubai, UNITED ARAB EMIRATES
CategoryNon-Fiction: Series or Film
Media Agency 2 MEC MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MEC MENA Dubai, UNITED ARAB EMIRATES
Media Agency MEC MENA Dubai, UNITED ARAB EMIRATES

The Campaign

The challenge was to position Jaguar as an authentic, modern and locally relevant brand. The success of the imminent launch of Jaguar XE relied on this perception change. The objective was to engage audiences through a branded platform that spoke to young Arab males and inspired them through stories from around the region that they could relate to. We had to choose key inspirers or “Forward Thinkers” from our markets who were relatable and relevant for the region and brand. The stories of these “Forward Thinkers” had to seamlessly fit the Jaguar platform “The Art of Performance”. The four individuals in the ‘Forward Thinkers' series included; social media figure, Hamad Qalam (Kuwait), founder and CEO of Lomar, Loai Naseem (KSA), renowned architect Bernard Khoury (Lebanon), and entrepreneur and motivational speaker Anas Bukhash (UAE). Each of the Forward Thinkers were filmed in their own habitat, talking about their passion, their struggle and also what “The Art of Performance” meant for them. Given that we wanted people to engage with the stories, we chose to let this content live on social media rather than on mass channels. The Jaguar blog housed the stories, but the content was disseminated through short form videos on the brand’s social channels Facebook, Instagram and Twitter to drive viewers to YouTube where the long form videos were housed and then finally to the blog where they could engage further. The content would organically live for a few days before paid support kicked in to extend the reach.

- Over the year, Jaguar videos made up over a third (44%) of total combined (Audi, Mercedes, BMW) category views, with Forward Thinkers propelling the brand - Total Video Views just on YouTube was almost 2.5 Million for Forward Thinkers alone with 5,800 Earned Views. Audi’s total views in comparison was 4 Million while BMW was 6 Million. This indicates strong viewership for the local content on the brand’s channel - Total PR Reach across all Forward Thinkers was almost 12M - Facebook: 600 Comments across the board and almost 8M Facebook views. Combined Facebook likes of 47,000 - The total shares for Anas Video alone was 8,600 in just a week, indicating that people were interested in his story - Total shares for Loai was in the top most shared viral videos in the Middle East with over 9,000 shares in a week (Anas and Loai Videos also made it to Communicate Middle East’s – Most viral Ads ranked in the top 10)

Credits

Name Company Role
Hannah Naji Jaguar Land Rover Marketing Director
Nikki Gibson Jaguar Land Rover Marketing Manager
Salman Sultan Jaguar Land Rover PR Manager
Fatima Shaikh MEC Director
Nilofer Kassam MEC Account Manager
Vikrant Shetty MEC Account Director
Fahad Mughal MEC Account Manager
Shreya Parker MEC Account Manager
Khaled Al Masri MEC Senior Account Executive