Title	FEEL WIMBLEDON WITH ANDY MURRAY
Brand	JAGUAR
Product/Service	F-PACE
Category	A03. Cars & Automotive Products & Services
Entrant	MINDSHARE London, UNITED KINGDOM
Idea Creation	MINDSHARE London, UNITED KINGDOM
Media Placement	MINDSHARE London, UNITED KINGDOM
PR	CAA SPORTS CONSULTING London, UNITED KINGDOM
Production	HAMMERHEAD Gateshead, UNITED KINGDOM
Additional Company	SPARK44 London, UNITED KINGDOM
Additional Company 2	DRIVE PRODUCTIONS London, UNITED KINGDOM

Name	Company	Position
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
Emma Langan	Mindshare UK	Media Planner

The Campaign

Our key insight was that nothing compares to the feeling of being sat inside Centre Court at Wimbledon. It is an intense and intimate melting pot of tradition, adrenalin and drama that gives visitors each summer a unique and sensory experience unlike any other Grand Slam. But as a relatively exclusive event tucked away in a corner of London, not everyone gets to feel its energy. We saw this as an opportunity for Jaguar to activate their partnership. What if we could enable tennis fans everywhere to feel the intense emotion of being inside 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 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

To connect people to the content, we distributed it across a range of paid and owned media 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 maximize 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 over 2 million views on YouTube during Wimbledon fortnight, the most viewed content ever produced by Jaguar. Over 10,000 people enjoyed the full virtual reality experience in our bespoke experiential zone, spending on average 12 minutes with the brand. The campaign drove an additional 41,000 visits to the Jaguar website. 77% of those who engaged with the campaign felt that Jaguar was a brand relevant to their lifestyles (versus a relevance score of 20% amongst who didn't engage with the campaign) and 80% felt Jaguar was an exciting and innovative brand. And with 69% of those who engaged with the campaign agreeing they would consider Jaguar for their next vehicle purchase, we had successfully excited the senses and put Jaguar back on the radar of a premium, car buying conquest audience. (Source: Youtube, HPI Independent brand research)

Media was an enabler to delivering this idea. Its inception was rooted in using advanced media technology to create a more immersive and quality brand experience. Digital media formats, new media technology and media partners were central to the delivery of this campaign, enabling tennis fans to feel the intense emotion of Wimbledon. Without advanced mobile gyroscope technology Jaguar would not have been able to create such an interactive and immersive experience, and without Google as a media partner, Jaguar would not have been able to deliver that quality experience at scale.

Insights, Strategy and the Idea

Our strategy was built around using mobile technology to create an accessible, engaging and importantly, memorable brand experience. Jaguar's primary target audience - 35-55 ABC1 men – are big technology enthusiasts and heavy mobile users, so using technology to engage this audience is key to driving reappraisal for Jaguar as a more modern and innovative brand (and shaking off its image as an outdated brand for older drivers.) To give this busy, time-poor audience the opportunity to 'Feel Wimbledon' wherever they were, our approach was to create a scalable mobile experience, delivering both mass reach and more premium brand engagement. We took a dual approach in channel planning. A 360° video designed for mobile and hosted online enabled us to create scale and reach, whilst experiential activity enabled us to drive cut through, create brand fame and drive earned media through a more premium brand experience.