| Title | FEEL WIMBLEDON |
| Brand | JAGUAR UK |
| Product/Service | AUTOMOTIVE |
| Category |
F02. Response/Real-Time Activity (incl. Crowdsourcing) |
|
Advertising Agency
|
MAIDO London, UNITED KINGDOM
|
|
Media Agency
|
MINDSHARE London, UNITED KINGDOM
|
|
Entrant Company
|
MINDSHARE London, UNITED KINGDOM
|
|
Production Company
|
THE CONFESSIONAL London, UNITED KINGDOM
|
|
Production Company 2
|
LIGHTWAVE London, UNITED KINGDOM
|
Credits
| Chris Cardew |
Mindshare UK |
Head of Strategy |
| Becky Power |
Mindshare UK |
Executive Creative Director |
| Jo Hitchen |
Mindshare UK |
Agency Producer |
| Duncan Paterson |
Mindshare UK |
Copywriter |
| Laura Jones |
Mindshare UK |
Social Manager |
| Elisabeth Edvardsen |
Mindshare UK |
Social Manager |
| James Ratnarajah |
Mindshare UK |
Designer |
| Jessica Daughters |
Mindshare UK |
Designer |
| Jack Colley |
Lightwave |
Creative Director |
| Rana June |
Lightwave |
Technical Director |
| Sam Feasey |
Brand Rapport |
Account Director |
| Caitlyn Sheldon |
Brand Rapport |
Account Manager |
| Perry Cooper |
Confessional |
Motion Graphics |
| Damien Courage |
Confessional |
Motion Graphics |
| Lauren Butters |
Maido |
Agency Producer |
| Liam Tucker |
Maido |
Design and UX |
| Victoria Santos Silva |
Maido |
Agency Producer |
| Inaki Soria |
Maido |
Designer |
| Simon Caney |
Contented |
Content Manager |
| Tom Maberly |
IMG |
Content Manager |
Creative Execution
Our live 'loop room' acted as the nerve centre for the campaign.
A 20-strong team of analysts, creatives and planners worked together to interpret, write and visualise the stories that the live data gave us. This real-time content was distributed every 20 minutes through a fully adaptive digital media plan including:
• a live feed to www.feelwimbledon.co.uk
• Jaguar and Wimbledon paid and owned social media channels (including live imagery, animations and video)
• a network of digital outdoor screens.
We created 487 unique pieces of digital content across 13 days, for 7 different media channels.
In our first year as a partner, we met our core objective of social engagement and brand fame:
• #FeelWimbledon was the most used hashtag of any of the Wimbledon partner brands, beating long standing partners Evian and Stella with over 7,900 uses.
• The campaign achieved 27% SOV on Twitter and a content engagement rate of 12%.
• Our video content amassed 1.64m views in, outperforming any previous Jaguar social content to date.
• The campaign has earned 230 pieces of press coverage to date.
• Jaguar.co.uk traffic was up 11% over the campaign period.
Jaguar was a Wimbledon partner for the first time, and we were asked to drive brand fame and social engagement.
There is nothing quite like Wimbledon, and like driving a Jaguar, it’s a unique sensory and emotional experience. But not everyone gets to experience that special Wimbledon feeling, with most people getting their fix through lifeless blogs or BBC evening highlights.
We wanted everyone to FEEL WIMBLEDON, even if they couldn’t be there. We captured real human, emotional responses to the live tennis, through three data sources:
1. Biometric - our bespoke wearable devices read the emotional state of individual fans.
2. Atmospheric - sensory beacons on the Courts and The Hill captured crowd energy levels.
3. Sociometric - live sentiment feeds from social media enabled us to detect the national and global mood.
We shared those feelings with tennis fans, all day, every day across Twitter, Facebook and Instagram.