| Title | FEEL WIMBLEDON |
| Brand | JAGUAR UK |
| Product/Service | AUTOMOTIVE |
| Category |
D01. Use of Integrated Media |
|
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 |
| Sam Feasey |
Brand Rapport |
Account Director |
| Rana June |
Lightwave |
Technical Director |
| Duncan Paterson |
Mindshare UK |
Copywriter |
| Laura Jones |
Mindshare UK |
Social Manager |
| Lauren Butters |
Maido |
Agency Producer |
| Liam Tucker |
Maido |
UX |
| Victoria Santos Silva |
Maido |
Agency Producer |
| Caitlyn Sheldon |
Brand Rapport |
Account Manager |
| Elisabeth Edvardsen |
Mindshare UK |
Social Manager |
| James Ratnarajah |
Mindshare UK |
Designer |
| Jessica Daughters |
Mindshare UK |
Designer |
| Damien Courage |
Confessional |
Motion Graphics |
| Perry Cooper |
Confessional |
Motion Graphics |
| Jack Colley |
Lightwave |
Creative Director |
| Simon Caney |
Contented |
Content Manager |
| Tom Maberly |
IMG |
Content Manager |
| Inaki Soria |
Maido |
Designer |
Brief Explanation
Jaguar was a first-time Wimbledon partner, and we were asked to drive brand fame and social engagement.
We identified that there is no other feeling 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.
Using innovative technology we captured real emotional responses to the tennis, and distributed these feelings – live - through an integrated paid, owned and earned media plan.
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.
• 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.
Creative Execution
Our live ‘loop room‘ acted as the nerve centre for the campaign. A 20-strong team worked together to analyse, interpret, write and visualise the stories that the three live data feeds gave us.
Between 11am and 9pm, this real-time content was distributed through a fully integrated and adaptive media plan including:
- Jaguar and Wimbledon paid and owned social media
- a network of high-impact digital outdoor screens in train stations and city centres
- feelwimbledon.co.uk on mobile and desktop
- daily PR
We created a total of 24 unique pieces of content every day, for 7 different media channels.
Insights, Strategy and the Idea
Our conquest target audience are tech-savvy, successful, and aspire to innovative brands but they don't see Jaguar as a contemporary brand. To get them to engage - and to achieve cut-through - technology and innovation had to be at the heart of our idea.
They are also busy, constantly on-the-move, and they live via their mobiles, with many commuting and spending long dwell times at train stations. Our media implementation of Feel Wimbledon had to be both adaptive and mobile to engage with them on the move, but also needed outdoor to exploit those long station dwell times.