The Brief

Jaguar decide to launch its concept car C-X17 gold edition tailor-made for the China market during GuangZhou motor show. Jaguar as a non-familiar brand in China comparing with its competitor brief our agency to fully utilize the debut of the concept car to raise awareness and consideration towards the brand.

Describe how the promotion developed from concept to implementation

A viral video of eye massage and event guidebook social content generate huge buzz before the motor show. During the motor show, the “shining WIFI” attract public to the Jaguar hall. The wifi will redirect users to C-X17 mobile site to explore more.

Describe the success of the promotion with both client and consumer including some quantifiable results

Jaguar's Internet Voice took a huge lead over most mainstream automobile brands. 'C-X17' was mentioned 63,522 times on Sina Weibo, outperforming by far other newly released cars. As of 26th November, the viral video has had 1,132,000 hits

Explain why the method of promotion was most relevant to the product or service

Let the future shine utilize the stunning 'gold coloured' concept car as the shining moment at the motor show which also symbolize as a shiny bright future of the brand.