| Title | FEEL WIMBLEDON |
| Brand | JAGUAR UK |
| Product/Service | AUTOMOTIVE |
| Category |
B04. Use of Digital Content |
|
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 |
Brief Explanation
Jaguar was a Wimbledon partner for the first time, and we were asked to drive brand fame and social engagement around the tournament.
The insight was simple - 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.
To create audience value and drive brand engagement, our idea was to enable everyone to FEEL WIMBLEDON even if they couldn’t be there, using live data and real-time digital media.
Results and Effectiveness
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 and 65m impressions
• The campaign achieved 27% SOV on Twitter and a content engagement rate of 12%
• Our video content amassed 1.64m views, outperforming any previous Jaguar social content to date.
• The campaign earned 230 pieces of press coverage.
• Jaguar.co.uk traffic was up 11% over the campaign period.
Creative Execution
From our live 'loop room' a 20-strong team of analysts, creatives and media planners worked together to interpret, write and visualise the stories that the live data gave us. This real-time content, comprising live imagery, animations and video was distributed every 20 minutes through a multi-channel digital media plan including:
• a live feed to www.feelwimbledon.co.uk on desktop and mobile
• Jaguar and Wimbledon paid and owned social media channels - Twitter, Facebook, Instagram & YouTube
• a network of digital outdoor screens.
We created 487 unique pieces of digital content across 13 days, for 6 different digital media channels.
Insights, Strategy and the Idea
Our target audience are digitally connected, busy and constantly on the move. To bring them the live Wimbledon feeling we needed to create content in real-time and reach them through a mobile-first, highly targeted and adaptive digital media plan.
We captured the real-time Wimbledon feeling through three data sources for live digital media distribution:
1. Biometric - bespoke wearable devices read the emotional state of individual fans.
2. Atmospheric - sensory beacons on the courts captured crowd energy levels.
3. Sociometric - live sentiment feeds from social media enabled us to detect the national and global mood.