2016 Winners & Shortlists

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.