JAGUAR DIESEL WITH THE BEN COLLINS
Ben Collins, stunt driver, racecar driver and former Stig from Top Gear, burns some rubber
while playfully explaining the difference between a diesel and a Jaguar diesel.
challenge
Our challenge was to successfully launch Jaguar’s first ever diesel lineup to a skeptical U.S. audience not long after
VW’s Dieselgate. Easy peasy, right? Not exactly. In addition to allaying people’s emission worries, we had to overcome
the notion that diesels, while more efficient, were inherently slow, lumbering and as dull as dishwater.
solution
We created a tongue-in-cheek, multi-channel campaign that showed how, unlike other diesels, Jaguar diesels were fun to drive.
And we did it in the most British way possible—by stating the obvious. Our goal was to smash people’s perceptions of diesels,
create an ownable voice that set us apart from our competitors and to sell a few cars along the way. While it was designed to run
in any media, we kicked off Jaguar diesel with paid and organic social content, web, eCRM, CRM and print.
videos
Using none other than Top Gear's former Stig, "The Ben Collins", as both on-camera talent and stunt driver, we created three social videos
whimsically demonstrated the "subtle" difference between a diesel and a Jaguar diesel. Three follow-up videos provided driving tips
from Ben Collins' How to Drive book, while simultaneously promoting key features of each Jaguar diesel model.
GIFS
To supplement Jaguar’s social video content, we created a series of eye-catching GIFs that captured
some of the most memorable moments. Paired with Ben’s playful quips, these GIFs highlighted
the fact that, unlike other diesels, driving a Jaguar diesel is anything but boring.
While much of the social content focused on awareness, we created a series of tactical,
tier-three print ads, to help North American Jaguar Retailers promote and sell their inventory.
STILL ASSETS AND secondary CONTENT
With a budget as tight as our schedule, we had to pull out all the stops to squeeze the very most out of both. To achieve this, we employed
a nimble, two-man team to shoot stills and some additional video content with Ben during the main shoot’s downtime. Using this flexible approach,
we generated a plethora of North American-specific diesel assets for paid and organic social content, web, eCRM, CRM and print.
results
Our aggressive print, CRM and eCRM campaign, helped Jaguar position diesel
as a true performance option and successfully launch of the Jaguar’s first ever diesel vehicles.
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1000’s of paid and organic views in social
all three models launched successfully
DESPITE THE HANGOVER FROM VW’s dieselgate
THE HIGHLY Efficient shoot Maximized
digital asset generation to THE NTH DEGREE
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