Brand | JAGUAR LAND ROVER MENAP REGION |
Product/Service | AUTOMOTIVE |
Entrant | CREATE MEDIA GROUP Dubai, UNITED ARAB EMIRATES |
Category | Integrated Multi-platform Campaign |
Media Agency
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CREATE MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Media Agency 3
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
CREATE MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
CREATE MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Creative Execution
The campaign was launched across 27 screens at The Beach Dubai, where a customised user experience enabled the public to take an ‘Agent ID’ selfie, and upload to their social channels to enter for a chance to drive away in a Jaguar for 3 months.
Alongside this was a dual language digital ‘tool’ at thrillofthechasedxb.com with the same functionality. Via a live feed, entries from social channels were then pulled onto the Mega Screen at The Beach Dubai. This activity was supported with dual language Twitter, Instagram and Facebook posts, and videos, and targeted advertising.
The campaign averaged 37 interactions per hour over the 12-day run, across all touchpoints. 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
Estimated 16,800 views of the mega screen live feed
Social Media
746 Agent ID images posted by the public
470k reach for the campaign hashtag on Instagram and Twitter
1.3m impressions on Instagram and Twitter
71% male audience, 80% within the UAE on Instagram and Twitter
280k Facebook video views
1.3m impressions on Facebook
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 for between Jaguar and the movie for the UAE audience. The strategy centered around a competition to become a secret agent for the Bond villain, and drive off in your very 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, paid social and organic social activity.
All activity drove to create their own ‘Agent ID' selfie, and then share across their social channels with #ThrillOfTheChaseDXB for a chance to win the competition.
Credits
Matthew Richardson |
Create Media Group |
Digital Director |
Thomas Otton |
Create Media Group |
MD |
Mohammed Zia |
Create Media Group |
Head of Creative |
Shoaib Hafeez |
Create Media Group |
Lead Developer |
Salma Rihawi |
Create Media Group |
Designer |
Orla Sanders |
Create Media Group |
Account Executive |
Sarah Johnson |
Create Media Group |
Communications Director |
Khaled Magdi |
Create Media Group |
Finance |
Mitch WIlliams |
Create Media Group |
Social Director |
Dave Harland |
Create Media Group |
Copywriter |
Murhaf Haloum |
Create Media Group |
Animation |
Shakeel Rehman |
Create Media Group |
Senior Developer |
Rozeen Muasher |
Create Media Group |
Social Account Manager |
Dina Hazzan |
Create Media Group |
Social Account Manager |
Links
Website URL
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Viral Video URL