Jaguar F-Pace Launch
Digital & Offline Integration
Specially-commissioned 60ft monument
Who thought an auto-event could go viral with a record 337,000 live views, over 100,000 video views, and 140,000 web hits? We did.
The launch of the Jaguar F-Pace in India exemplified its design, performance, technology and practicality. It was a power-packed social media initiative that earned INTEGRATED MEDIA CAMPAIGN OF THE YEAR BY A BRAND (October, 2016).
Captivating interest on digital platforms was the driving premise behind this campaign. Teaser videos featuring F1-driver Narain Karthikeyan that suggested a ‘top-secret’ arrival, were designed and broadcasted both digitally and on screens across malls. A specific launch time of 20:02 was set to generate viral interest in the live webcast of the launch.
With 300 curated invitees and over 5,000 spectators in attendance, the Jaguar F-Pace launch in Mumbai was a multi-media affair that seamlessly converged film production and live dramatic flair, heightened by the video-mapped Beacon – a 60 foot-tall minimalistic monument especially commissioned from Arzaan Khambatta to reflect the SUV’s design and ethos.