Jaguar – #FeelWimbledon

Jaguar - #FeelWimbledon

Jaguar announced its new partnership as ‘The Official Car of The Championships, Wimbledon’ back in April 2015, and then set out to help improve its contemporary brand challenges via a creative integrated marketing communications campaign, which was named #FeelWimbledon.

As a first year sponsor, the main objective of the partnership was to maximise share of voice through generating coverage across all media channels (broadcast, print and online), but in particular outside of the automotive sector.

In order to achieve this, a dedicated press office team at brandRapport worked with accredited media throughout the Championships and during the build-up, to generate additional news coverage using data and emotional insights collected from the campaign to add value to the news agenda. There was a range of high profile pieces secured in publications such as The Times, London Evening Standard, T3 and Daily Mail which maximised the reach and impact of campaign coverage, alongside nearly 20 interviews with UK Marketing Director in national and international publications such as Bloomberg TV.

Alongside this, and to push broadcast reach, brandRapport created a hero tactical moment with Wimbledon tennis icon, John McEnroe, as he surprised two fans recruited via social media in a hidden camera Secret Chauffeur stunt. The moment, created to support the #FeelWimbledon campaign, successfully incorporated a new product and showcased the campaign and partnership in a creative and dynamic way. The video generated over half a million video views on owed channels, alongside generating global broadcast, online and social media coverage.

The use of cutting edge technology, creativity and the clear simple campaign message of #FeelWimbledon, which communicated Jaguar’s brand purpose, ensured the automotive brand generated reams of coverage and interest to become one of the most talked about brands during The Championships.

Key results:

  • 257 articles generated
  • Total reach: 11.6 million
  • £1.3 million in PR Value
  • 8:1 Campaign Return on Investment

 

For full results please click here:http://releasd.com/a720/jaguar-uk-pr-coverage-report-feelwimbledon-pr-results