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Client: Jaguar China
Location: Shanghai, Beijing, Chengdu, Guangdong, Shanghai (Finale)
Deliver the popular annual Jaguar Driving Challenge cross-China driving competition in a brand new way.
The Jaguar Driving Challenge is a national driving competition organised by Jaguar China, held annually for Jaguar fans from across the country. In late 2014, ‘JDC 3.0’ was launched in an all-new competition setting, with TBA selected as the leading agency.
The new three-tier setting was designed to create mass appeal and tied in with Jaguar’s brand motto: ‘Never Stop Achieving’. The broad spread of participants across several regions presented a fantastic opportunity for the brand but, at the same time, a challenge for the team – TBA had to carefully consider every aspect of the execution to ensure that the playing field was absolutely level and that every participant enjoyed a similar experience.
Participants across the country were invited by local dealers to compete for a place in one of the four regional competitions. The winners had their skills tested on a professional racetrack, chosen specifically to highlight Jaguar’s ‘racing DNA’ and amplify the message of the brand’s incredible drive technology. Sophisticated pit room designs and engaging lifestyle programs further emphasised Jaguar’s brand heritage, technology and lifestyle.
The grand final saw the best of the best challenge each other for the championship, with the top prize being presented by global celebrity and Jaguar China Brand Ambassador David Beckham. Held at the Shanghai International F1 Circuit, the team created a unique and challenging driving experience to increase the event’s media value and exposure and to make it as exciting as possible for the participants and the audience. The finale also includes an intimate sharing session with David Beckham – a rare and valuable chance for the audience to learn about the Jaguar brand with the ambassador.
The JDC was a lengthy campaign - five months long - starting in September 2014 with the finals held in January 2015. 9,000 participants across China 1,200 made it to the regional competitions held in Shanghai, Beijing, Chengdu and Guangdong. Finals was held at the Shanghai International F1 Circuit with David Beckham presenting the trophy.
"The spatial design really worked for Jaguar. They were able to highlight the true Jaguar brand spirit through their designs and event layout." – Olaf Felten, Senior Manager, Brand Experience, Jaguar Land Rover China