Industry first: Launching the Jaguar F-PACE in the Middle East.
Elevating SUV Performance - Jaguar premieres on the LED surface of the world's tallest building, Burj Khalifa, Dubai.
Establishing a brand in the Middle East requires respecting the local cultural background and connecting with the values that are relevant in this part of the world. Finally Jaguar had the right product: its first performance SUV, the F-PACE. So what would be the best platform to relate innovation, performance and creativity with the brand and the region? One that allowed for a never-seen-before environment – one that allowed for Jaguar F-PACE becoming the “talk of the town” in the Middle East: the world's tallest building, Burj Khalifa, Dubai, offered the set to make Jaguar a brand worth considering.
With SUVs being a long established, highly competitive category with premium luxury brands, we needed to create the right content in the right context to appeal to progressive, car savvy Arab males who rarely give notice to new vehicles and brands – even when high spending is deployed. Launching the first Jaguar SUV would not be an easy task. The region has a high number of car connoisseurs who are well informed, highly sceptical and rely on informed family and friends for advice. Prospects need ‘permission’ from their broader circle of influencers to buy a potentially risky brand like Jaguar even if they really want it.
#JaguarWorldFirst was the theme – launched two weeks prior to the world first event taking place on May 2nd, 2016. The teaser campaign included outdoor, digital and social films getting audiences ready for the big event. Influencers who were invited to the event began intriguing their followers on social media.
So what happened? A spectacular artistic LED light show ran across the majestic Burj Khalifa (3 x per night for one week). It was a major coup for Jaguar to be presented on Burj Khalifa, and the first time Burj Khalifa had been used in this way. As the tallest building in the world, it carries immense pride amongst Arabs, a symbol of performance and innovation across the globe.
The creative content was a show of craftsmanship, artistic and technical expertise benefiting both the F-PACE and Burj Khalifa. The content included a magnificent music track that was also used across digital and radio. The display was live streamed for people to watch across the world and we set up the regions first ‘Live Room.’ Insights gathered from the Live Room (trending searches), were used to feed into our dynamic media strategy, to manage the different messages that people were seeing across our digital/social channels. In this way, we were able to co-ordinate the #JaguarWorldFirst content that was being posted.
After the event we reposted the highlights and behind the scenes shots on social media. The F-PACE ATL campaign helped to instil the values of the Jaguar F-PACE, being an SUV that was elevated above all others. The medium was just as important as the message.
We used a combination of outdoor, digital and social to connect with our audience when and where they spend their time. Additionally, using the iconic Burj Khalifa as a canvas to ‘excite the senses’ was not only about creating a new type of ‘digital billboard’ – it was pivotal to the implementation of our media strategy.