Jaguar – F-Type Hot Wheels Launch

Challenge:
To create a launch asset to support the global reveal of the New Jaguar F-TYPE that would generate global earned media coverage and social media engagement beyond core auto audience. Activity needed to communicate new features, performance and dynamic handling of Jaguar’s sports car.

Execution:
Camo’d (1:64 scale) miniature of new sportscar was raced around a bespoke 232m Hot Wheels track created in the newly opened state of the art Jaguar Design Studio

The track offered stolen glances of new model at different stages in production – sketch, CAS, clay model, etc

Hero content interspersed with dynamic footage of new car, mirroring visual teases from design materials in real life

Film and photography assets created for multiple platforms (social, PR and internal) for local distribution

Results:
In the first week, 360 articles covered the Hot Wheels reveal activation with 47.3 million reach

2.1 million views of the films across owned social media channels with a reach of 2.4 million

51 broadcast hits across three continents including TF1 (France) and NDTV (India)