The Jaguar XEL is the new version of Jaguar’s highly regarded XE saloon, and an important addition to the marque’s range in the China market. Its launch was therefore a true feat of planning and logistics, with a roadshow and test drive opportunity that brought the new car to potential customers in eight Chinese cities during a four-month period.
For Pico responsible for planning, fabricating and operating the project, the roadshow format would enable the maximum number of drivers to receive the maximum ‘XEL experience’ – and particularly its very British blend of luxury and performance.
Creative and execution
Those qualities were further emphasised by a Union Jack-bedecked setting which included a lavish tea break corner. The guests meanwhile experienced interactive activities such as a GIF photo-op with a QR code for easy following and sharing of the event website and instant photo printing. Elsewhere, drivers could preview the XEL in a Virtual Reality session, then go on to peruse a selection of fashions by the famed British brand Barbour. Younger car enthusiasts could build their own dream cars in a specially designed LEGO corner.
Experts helped familiarise drivers with the XEL and the route before being unleashed onto the road. All were impressed with the new model’s exquisite ride-handling balance, refined power and stylish interior – the very characteristics that have made Jaguar one of the world’s legendary marques.