THE MOST EXPENSIVE SMART BRACELET IN THE WORLD
| Title | THE MOST EXPENSIVE SMART BRACELET IN THE WORLD |
| Brand | JAGUAR LAND ROVER RUSSIA |
| Product/Service | JAGUAR F-PACE |
| Category |
E09. Use of Social Data & Insight |
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Entrant
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OUTOFTHEBOX Moscow, RUSSIA
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Idea Creation
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OUTOFTHEBOX Moscow, RUSSIA
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Media Placement
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OUTOFTHEBOX Moscow, RUSSIA
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PR
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OUTOFTHEBOX Moscow, RUSSIA
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Production
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OUTOFTHEBOX Moscow, RUSSIA
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Credits
| Pavel Mordyukov |
OutOfTheBox |
Creative Director |
| Evgueni Tatarnikov |
OutOfTheBox |
Associate Creative Director |
| Vazgen Avanyan |
OutOfTheBox |
Senior Copywriter |
| Maria Mirzametova |
OutOfTheBox |
Art Director |
| Vitaliy Semenenko |
OutOfTheBox |
Strategic Director |
| Ekaterina Ivanova |
OutOfTheBox |
Account Director |
| Sofya Barinova |
OutOfTheBox |
Senior Account Manager |
| Victoria Kurenkova |
OutOfTheBox |
Head of Production |
| Alexey Rogov |
OutOfTheBox |
Designer |
The Campaign
To stand out of the clutter filled with typical automobile ads, we decided to shift a focus from the car and approach our audience in an unexpected manner.
We developed a campaign focused on the F-Pace Activity Key, a smart bracelet that comes in a package with a new car.
Creative Execution
We picked leading online stores of high-end digital gadgets. By partnering with them, we put the Activity Key on their virtual shelves so it would look totally like a native content. The bracelet was sold as a stand-alone gadget with a price tag starting at 3.2 million rubles. The world’s most expensive smart bracelet was born.
We also made an unpacking review video by teaming up with Wylsa, one of the most influential gadget-bloggers on Russian YouTube. In his video, Wylsa revealed the mystery behind the giant price of the bracelet: the Activity Key comes bundled with a new car, Jaguar F-pace.
This way our campaign grabbed audience’s attention first and then switched it to Jaguar’s new model.
– Review video went viral and gathered 1 173 382 views in 2 weeks with no additional seeding;
– Social actions: 183 232;
– Additional media support: 0.
By making our message non-automotive and choosing the unusual (but relevant) media, we were able to break through the clutter of our competitors’ ads and spark a social conversation.
Our research showed that people who might get interested in a Jaguar are spending a lot of time online reading news about all new tech and gadgets. So we decided to address our audience where they spend considerable time but still least expect it. High-end gadget stores. F-Pace Activity Key (that is worn around driver’s wrist) is perfect for them considering popularity of fitness bands and trackers.