China's Effie-winning campaign to launch F-PACE
Defying gravity to win the hearts and minds of the Chinese audience.
China’s car market is immense and crowded with 100+ car brands, including international nameplates with a decades-long foothold. Jaguar needed to grab attention, differentiate itself and highlight its performance pedigree. To do that, we took Jaguar’s first-ever crossover, the F-PACE, on a breath-catching, record-breaking ride.
First, we announced the construction of a 19.1-meter loop on the Huangpu River in downtown Shanghai. “We’re driving F-PACE upside down.” Anticipation spread across the Chinese internet like wildfire. We gassed the flames by letting consumers vote on the driver. The final two drivers competed in 3 social videos whose cliffhanger ended in a live stream of the POWER LOOP.
As F-PACE defied gravity, people held their breath. The livestream of the event itself saw over 38 million viewers; beating our KPI by 90%. Not only did we get some serious attention for F-PACE, but the campaign drove a 50% increase in leads and a 10% increase in sales. Not only did the campaign achieve great success for the Jaguar brand, it won a Silver Effie; the advertising industry's ultimate praise.