JAGUAR XE launch - a fully integrated campaign attracted the attention of a younger audience, in fact 1.9 million of them in less than 48 hours

For the global launch of the XE Saloon we had to first get the attention of younger, more demanding audience. A disruptive intrigue film invited them to stand out from the grey and boring competitors the Audi A4 and BMW 3 Series. The film soon found great traction - 1.9 million views across Facebook and YouTube.

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With bespoke film and interactive content shot in parallel on the set of the TVC, social channels extended the ATL narrative and generated considerable traffic to the Release the Cats campaign site and most importantly the new product pages beyond.

It also enabled the development of a series of digital firsts for Jaguar Land Rover, with rich content responding to mouse, touch or accelerometer; while other new platform components took advantage of device features such as tilt and force-touch, really helping to bring product features to life - paving the way to re-engineering the whole Jaguar.com experience.

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