JAGUAR ART OF PERFORMANCE tour

We made people into action movie stars to kick start pre-orders for the Jaguar XE and F-PACE.

CHALLENGE

Our challenge was to break into the hugely competitive compact luxury sports sedan market. Facing the prospect
of competing with the likes of the legendary 3 Series and attracting a significantly younger target audience, used to living
in a fragmented, always-on world, this meant rethinking how you launch a car.

SOLUTION

We created a six-month, multi-city tour that blurred the lines between a ride and drive and a social activation, and made people the star
of their very own shareable action movie. To drive awareness and RSVPs, we used a combination highly targeted paid social and a team
of eight influencers, who also helped us generate a wealth of invaluable assets. It all started with a launch video and combination of social teasers.

LAUNCH video

We created a provocative launch video that set the stage
for the experience and dared people to sign up for it.

EXPERIENTIAL ON STEROIDS

Before autocrossing the XE, people were invited to star in seven quick cut scenes, like reacting to explosions and making a getaway.
These scenes were then inserted into a chase narrative and the results became someone’s very own shareable, two minute action movie.

PERSONALIZED SHAREABLE CONTENT

After completing the Art of Performance Tour, people’s mini action movies were delivered
directly to their phones, so they could easily share them with friends via Instagram, Facebook and Twitter.

results

The Art of Performance Tour successfully generated social buzz and, ultimately,
countless pre-order reservations for the Jaguar XE and F-PACE.


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doubled online and showroom traffic

1 million organic and 50 million total views

named best interactive campaign by Media Post

200% configurator uplift

up to 250 percent increase in leads

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