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Weber Shandwick - Automotive - Vehicles Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Weber Shandwick, London, United Kingdom
Company Description: Weber Shandwick is a leading global public relations firm with offices in more than 80 countries. The firm’s diverse team of thinkers, strategists, analysts, producers, designers, developers and campaign activators has won the most prestigious awards in the world for innovative, creative approaches and impactful work.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Vehicles

Nomination Title: Jaguar Middle East and North Africa, #JaguarWorldFirst

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Genesis

Despite being synonymous with beautifully-designed sports cars, British luxury performance brand Jaguar has suffered from a weak brand image in the Middle East. Faced with competition from Germany and Japan, Jaguar was perceived by GCC nationals as manufacturing “old man’s cars” for Western expats.

So when Jaguar launched its first-ever SUV, the F-PACE, it was relying on the luxury car to improve brand image and consideration among SUV-loving Arab males.

The F-PACE was potentially a turning point for Jaguar in the region. Our objectives:

Awareness: turn the launch into regional news to reach our Arab male audience
Engagement: use the launch to engage consumers and make Jaguar relevant
Action: drive consideration, measured by test drives and sales.

Development
Our ambition to change perceptions was huge. In fact, it was as big as the world’s tallest building. Our idea was to persuade Dubai’s Burj Khalifa to allow us to produce a jaw-dropping light show on its 830m, 163-floor façade.

What better way of showing that Jaguar was relevant than by linking it with the Middle East’s most iconic structure, a true symbol of Arab pride that, like Jaguar, is synonymous with performance and innovation?

If we could pull it off, the stunt would be memorable and shareable, and would engage our audience of “modern, sophisticated, progressive” Arab GCC males aged 20-40.

The stunt, #JaguarWorldFirst, was a major coup, as it was the first time the Burj Khalifa had ever been used in this way by a brand. It involved countless negotiations and sign off from stakeholders; at one stage it looked like the stunt wouldn’t go ahead, with concerns about logistics, but the project was eventually given the green light just a few days before the event.

Execution

We had just one month to plan and execute the launch. We seeded stories, including a business story, and visuals to media, and worked with selected (unpaid) lifestyle, automotive and luxury influencers to create and share social content.

At 9:15pm on launch day, in a spectacular display, the words “performance”, “innovation” and “creativity” were beamed across Burj Khalifa in English and Arabic using 70,000 synchronised LED bulbs. The three-minute show, live-streamed through Jaguar’s MENA website and YouTube channel and via a YouTube masthead, started with a projection of the Dubai cityscape, with the F-PACE outline roaring into view, scaling the length of Burj Khalifa. The show culminated in the reveal of the Jaguar F-PACE, six metres off ground-level, framed by fireworks.

We provided real-time social conversation analysis, allowing Jaguar’s social team to engage and post content on Facebook, Twitter, Periscope and Instagram.

After the show, we shared highlights, influencer posts and behind-the-scenes assets with media, and organised interviews with spokespeople. The LED show played for the next seven days; thousands of Dubai residents and tourists turned out to watch each day.
We acted as liaison between local and international Jaguar teams, agencies and media; our role included event management, corporate messaging, content creation, media strategy, influencer relations, crisis planning, and spokespeople briefings.

Results

#JaguarWorldFirst was one of the boldest, most memorable and shareable automotive launch experiences ever seen in the region. It was a true turning point for Jaguar in MENA, smashing perceptions of the brand.

Awareness

700,000 people in the region watched #JaguarWorldFirst live
Featured on Middle East TV and radio broadcast channels, plus coverage in North Africa, Iraq, Portugal, UK
14,229,549 print media reach

Engagement

146,000 #JaguarWorldFirst mentions across social platforms; 4.1million social interactions.
70million global impressions via YouTube Masthead content: the highest-ever regional traffic increase on the YouTube Masthead in one day
6.2million YouTube views of the light show.

Action

315% increase in brand interest (YouTube Brand Lift Report).
510 test drive requests booked in launch month.
96 Jaguar F-PACE vehicles were ordered through regional dealerships, worth at least €5.8million, a 336% increase over the previous month’s order book.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-#JaguarWorldFirst was one of the boldest, most memorable and shareable automotive launches ever seen in the Middle East.
-We persuaded Dubai’s iconic Burj Khalifa to let us produce a jaw-dropping LED light show on its 830m façade: the first time the tallest building in the world had been used in this way by a brand.
-The ambitious stunt, a feat of engineering and creativity, wowed our audience of “modern, sophisticated, progressive” Arab GCC males.
-To date, there have been 6.2 million views of the launch light show on YouTube.
-510 test drive requests were booked in launch month.
-96 Jaguar F-PACE vehicles were ordered through dealerships in the region in May, worth a minimum of €5.8 million, a 336% increase over the previous month’s order book.
-It was a true turning point for Jaguar in MENA, smashing outdated preconceptions of the brand as being for expat Westerners