|Brand||JAGUAR LAND ROVER NEW ZEALAND|
|Product / Service||JAGUAR F-TYPE|
|Category||B03. Use of Exhibitions / Installations|
|Entrant||Y&R NZ Auckland, NEW ZEALAND|
|Idea Creation||Y&R NZ Auckland, NEW ZEALAND|
|Media||Y&R NZ Auckland, NEW ZEALAND|
|PR||Y&R NZ Auckland, NEW ZEALAND|
|Production||8 Auckland, NEW ZEALAND|
|Contributing||LIQUID STUDIOS Auckland, NEW ZEALAND|
|Josh Moore||Y&R New Zealand||Chief Operating Officer & Chief Creative Officer|
|Jono Key||Y&R New Zealand||Head of Planning|
|Victoria Meo||Y&R New Zealand||Account Director|
|Liz Rosby||Y&R New Zealand||Head Producer|
|Guy Denniston||Y&R New Zealand||Creative Director|
|Gavin Siakimotu||Y&R New Zealand||Creative Director|
|Gavin Siakimotu||Y&R New Zealand||Creative|
|Guy Denniston||Y&R New Zealand||Creative|
|Melanie Cutfield||Y&R New Zealand||Senior Account Manager|
|Mike Keen||Y&R New Zealand||Senior Account Manager|
|Amanda Sasano||Y&R New Zealand||Motion Graphics Artist|
‘Virtual’ is no match for ‘Reality’. Though Virtual Reality technology continues to advance in leaps and bounds, it’s still unable to replicate the thrill of actually driving an F-TYPE. To demonstrate this, Jaguar invited the public at an automotive expo to experience the only virtual reality simulation worthy of the F-TYPE. One that turned out to be not-so-virtual. They were promised a next level VR experience in an F-TYPE on, what looked like, a large motion simulator platform. A fake VR helmet played a distraction video while the car was secretly lowered and driven on to the adjacent arena by a precision driver. Hidden cameras inside the passengers’ helmets went live and they were taken on an adrenaline-pumping ride before being obliviously returned to the stand.
We invited the expo attendees to try our special ‘virtual reality simulator’ (they were approached as they entered the expo, to ensure they hadn’t seen any of the previous stunts.) These stunts took place throughout the day, not only giving passengers a direct engagement with the car, but also drawing interested crowds – often returning multiple times to watch new passengers get taken for a ride. The arena stadium crowd was entertained by multiple sessions of precision stunt driving as the F-TYPE roared around the track with its unwitting passengers.
The video was picked up by news media and enthusiast sites, including the country’s most popular content site, stuff.co.nz. F-TYPE sales in 2015 increased by 53% compared to the same time in the previous year. This campaign was the only major in-market activity. This was made all the more impressive considering the total media and production budget had nearly halved.
As per category guidelines: We brought the Jaguar brand to life by generating interaction with consumer participation in an activity that served to promote our product.
We had to launch the new F-TYPE at the country’s largest automotive and marine expo. All Jaguar’s major competitors would be there, spending more money on large pavillions. We couldn’t afford to outsize them, so we needed to create an event that made Jaguar stand out to the audience and entertain them enough to interact with our sales staff. The event was filmed with the purpose of sharing online and providing content to media in a PR release. We also knew that VR technology was very fashionable technolgy, especially with some of our competitors’ car launches. By subverting the technology, we not only appeared more modern than the competition, we made a mockery of the cars that held up their VR experiences as ‘cutting edge’.