Jaguar – Jaguar XE 300 Sport Forgotten Tracks

CHALLENGE

Jaguar wanted to strengthen the link between its  Nürburgring-lap-record-holding SV Project 8 super saloon and the XE 300 SPORT version.

INSIGHT / UNIVERSAL TRUTH

In a digital world that’s over-flowing with lap records and drag races, Jaguar has a rich motorsport heritage to draw upon.

IDEA

To demonstrate the dynamic handling and performance of the XE 300 SPORT, we set a lap record that will never be broken, around a former GP track that hasn’t been used for decades.

EXECUTION

The Jaguar XE set a lap record around the full Circuit de Charade, Clermont Ferrand, completing the first flying lap around the full track in 30 years. Driver Vincent Radermecker was the same man responsible for setting the SV Project 8 lap record around the Nürburgring.

The activity was supported by a hero film, a set of still images and short social edits. A member of the media was invited for an exclusive opportunity to drive the track themselves.

The news release and visual assets were made available to global media while the attending media produced their own content.

RESULT

• 115+ pieces of global coverage
• 30K YouTube views
• 2.94m est. coverage views (CoverageBook)