FEEL WIMBLEDON WITH ANDY MURRAY
| Title | FEEL WIMBLEDON WITH ANDY MURRAY |
| Brand | JAGUAR |
| Product/Service | F-PACE |
| Category |
E02. Virtual Reality (VR) |
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Entrant
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MINDSHARE London, UNITED KINGDOM
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Idea Creation
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MINDSHARE London, UNITED KINGDOM
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Media Placement
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MINDSHARE London, UNITED KINGDOM
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PR
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CAA SPORTS CONSULTING London, UNITED KINGDOM
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|
Production
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HAMMERHEAD Gateshead, UNITED KINGDOM
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Additional Company
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SPARK44 London, UNITED KINGDOM
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Additional Company 2
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DRIVE PRODUCTIONS London, UNITED KINGDOM
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Credits
| Becky Power |
Mindshare UK |
Creative Director |
| Chris Cardew |
Mindshare UK |
Head of Strategy |
| Jodie Miles |
Mindshare UK |
Project Manager |
| Nicola Borradaile |
Mindshare UK |
Client Director |
| Sophie Rhys Evans |
Mindshare UK |
Producer |
| James Ratnarajah |
Mindshare UK |
Designer |
| Imogen Hammond |
Drive |
Creative Director |
| Steve Jelley |
Hammerhead |
Producer |
| Simon Windsor |
Hammerhead |
Managing Director |
| Rob McLellan |
Hammerhead |
Creative Director |
| Yush Kalia |
Hammerhead |
Marketing |
| Christian Frausig |
Hammerhead |
Studio manager |
The Campaign
In summer 2016 Jaguar needed to activate its Wimbledon partnership in a way that would engage tennis fans and prove that it’s a brand that 'excites the senses’.
Nothing compares to the feeling of being sat inside Centre Court, a unique and thrilling experience unlike any other Grand Slam. But, as a relatively exclusive event tucked away in a corner of London, hardly anyone gets to feel its energy.
So what if Jaguar could use its expertise in technology to enable tennis fans everywhere to feel the intense emotion of Wimbledon, even if they couldn’t be there?
Our idea was to create an immersive VR experience that would give tennis fans a exclusive insight into the unique emotions created by Wimbledon.
How? By transporting them inside the mind of someone who feels it most intensely - the nation's hero and world number two, Andy Murray.
Creative Execution
As a brand that exists to excite the senses, we needed to create a VR experience that would be guaranteed to give tennis fans goosebumps.
In partnership with Andy Murray, and using cutting edge technology, we created a three minute experience that took fans on an exhilarating virtual journey beginning high above the grounds, before swooping them into Centre Court for a totally new perspective of a Wimbledon final, featuring Andy himself.
As viewers approach Andy on court, his voiceover describes what goes through his mind when he plays at Wimbledon - the anticipation, the pressure, his relationship with the crowd. Finally, the viewer becomes Andy, taking the winning shot and feeling the euphoria of winning The Championship for themselves.
To connect people to the content, we distributed it across a range of paid and owned channels.
At London Waterloo station, we created a Jaguar Feel Wimbledon experience zone where fans could enjoy the full VR experience through Oculus Rift headsets. The activation was live for the full Wimbledon fortnight and was designed to create a quality level of brand engagement. This was also available in 104 Jaguar retailers nationally.
We created 20,000 Feel Wimbledon branded Google Cardboard sets so people could enjoy the immersive experience via their own mobiles. These were distributed at Waterloo station, in Jaguar retailers and in the Wimbledon queue.
Finally, to maximise reach, the content was promoted in YouTube's first ever 360° video masthead, promoted within the YouTube app, across social media and throughout Jaguar’s owned digital channels.
The content received two million views - the most viewed content ever produced by Jaguar - and over 10,000 people enjoyed the full virtual reality experience in our bespoke experiential zone, spending an average of 12 minutes with the brand.