ACTUAL REALITY

Bronze Spike

Case Film

Presentation Image

TitleACTUAL REALITY
BrandJAGUAR LAND ROVER NEW ZEALAND
Product / ServiceJAGUAR F-TYPE
CategoryB03. Use of Exhibitions / Installations
EntrantY&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

Credits

Name Company Position
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

The Campaign

‘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.

Creative Execution

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.

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

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.

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

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’.

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