PAINTING WITH LIGHT

TitlePAINTING WITH LIGHT
BrandJAGUAR LAND ROVER NEW ZEALAND
Product / ServiceJAGUAR
CategoryA01. Consumer Goods
EntrantCHEMISTRY INTERACTION Auckland, NEW ZEALAND
Idea Creation CHEMISTRY INTERACTION Auckland, NEW ZEALAND
Production FISH&CLIPS Auckland, NEW ZEALAND
Post Production FISH&CLIPS Auckland, NEW ZEALAND

Credits

Name Company Position
Patrick Murphy Chemistry Art Director
Susan Young Chemistry Copywriter

Why is this work relevant for Direct?

With close to 70% of new car purchases come from returning Jaguar owners, ensuring an ongoing connection to the brand is essential. Our managed customer journey starts with a Welcome Gift and handholds Jaguar owners through to a potential repurchase in 18-24 months time. But a branded umbrella or key ring as a Welcome does not suffice, so for the last two years Jaguar has worked with artist Otis Frizzell to create a series of limited-edition artworks which are a Welcome from the marque. These celebrated ownership and added a contemporary edge to Jaguar’s brand positioning, ‘The Art of Performance’.

Background

Situation When Jaguar committed to become an all-electric brand by 2025, they needed to think differently. How could they persuade Jaguar lovers across New Zealand that the new all-electric I-PACE still embodied The Art of Performance when the engine didn’t make the signature Jaguar ‘roar’ – and rivals were entering their space thick and fast? Brief Previous iterations of limited-edition artwork had been a huge hit with new Jaguar customers. We needed to create the next edition of Jaguar artwork, but in a way where we could use it's construction as a lead generation tool in mainstream media and truly demonstrate the performance of the Jaguar I-PACE. Objectives 1. Create a standout piece of artwork for Welcome to rival all previous editions. 2. Create a piece of film that generates PR buzz and stirs the emotions enough to drive prospects to the Jaguar website and dealerships for more information.

Describe the creative idea (30% of vote)

The answer was ‘Painting with Light’, a unique collaboration between the I-PACE, artist Otis Frizzell, New Zealand racing car legend Greg Murphy and director/photographer Jeff Wood. 'Painting with Light' was a bold experiment – and no one knew if it was going to work. First, Otis designed his own take on the iconic Jaguar Leaper. Then Greg got behind the wheel of the I-PACE to put it through its paces, following Otis’s design. The headlights and taillights of the moving I-PACE were captured by Jeff using long exposure photography resulting in a world first: a piece of art created by a car. With absolutely no digital trickery or after-effects. Not only that but it provided the ultimate, limited-edition photograph we could have Otis, Greg and Jeff hand sign for new Jaguar owners, further continuing our hugely successful customer onboarding strategy.

Describe the strategy (20% of vote)

The response to our limited-edition artworks had been so resoundingly positive we looked to continue the series, but in a way that could also stretch to perform a prospecting function. In a cluttered car market we needed to generate cut-through so a three stage PR strategy - The Stunt / The Art / The Marketing - allowed us to build hype, deliver the event in real time to the whole of New Zealand, and then leverage it for ongoing brand exposure through mainstream media. The resulting TVC and Behind The Scenes video gave us a plethora of content to entice potential car buyers into the Jaguar world where they could be converted by the dealer network. And, in the end, we had a stunning piece of signed artwork for our onboarding customer journey and new Jaguar owners.

Describe the execution (20% of vote)

We excited the media by giving them a heads up that we were going into production on something that had never been done before, the creation of a piece of artwork by a car - an I-PACE. The resulting PR lead our campaign launch, quickly followed by 60", 30", 15" and 9" video for mainstream media and social channels. A 2-minute 'Behind The Scenes' video, housed on a bespoke landing page on the Jaguar website (https://www.jaguar.co.nz/about-jaguar-theartofperformance), further explained the creation of the event and was linked to through programmatic and other digital channels. In addition the landing page holds more content explaining how Otis and Greg became connected with the Jaguar brand. The public facing campaign ran for two months before we launched the one-of-a-kind photo to new Jaguar owners as an irreplaceable Welcome Gift and an integral part of our onboarding strategy.

List the results (30% of vote)

Best of all, it has achieved outstanding results for Jaguar… - 900,000 PR impressions generating over $120,000 of ad and PR value - 2.2 million video impressions delivering 707,000 completed views - and a new car sales funnel to fulfil that stretches into 2023. Even the Museum of Transport and Technology in Auckland have asked for a copy (www.motat.nz). The results to date prove to even the most die-hard petrol heads that the I-PACE still embodies The Art of Performance. And firmly positions Jaguar New Zealand for their transition to an all-electric future.

Links

Website URL