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Jaguar Land Rover Seesaw Case

2016-08-04, TBA

Client: Land Rover

Location: Shanghai

The Idea

Taking on your favourite childhood play – the seesaw – as a world record challenge for a global car brand.

The Story

When Jaguar Land Rover approached us to develop a show-stopping campaign to drive online voting for their new Range Rover Evoque convertible and hardtop brands, TBA jumped on this opportunity to create a splash. Since its launch in 2011, the Evoque has been one of the most popular luxury SUVs on the market. However, with the growing competition and an increasingly crowded market, consumer attention had recently begun to wane.

With the launch of the 16MY Evoque, the brand wanted to ensure the vehicle kept its cool unique image and gain ground on the competition. Their marketing team turned to TBA, seeking an unconventional campaign that would dazzle and create a brand appeal. Travelling back in time to our childhood reminiscing the activities the fun times we have had, the idea of a seesaw came. Two months was spent working with structural engineers to design the longest vehicle seesaw the world had ever seen.

After a successful BTL campaign, the giant seesaw was set up against a dynamic urban backdrop in Shanghai’s Expo Celebration Square. Suspended 45 feet off the ground and over 82 feet long, the seesaw balanced the Evoque convertible on one side and the Evoque hardtop on the other.

A unique voting system set up on Sina Weibo saw the results broadcasted live on an LED screen, with the seesaw moving according to the car that garnered more votes. Thanks to the impressive skill of two professional driving instructors, the cars rocked back and forth elegantly on the seesaw.

The Evoque hard top ‘won’ the vote, but everyone was a winner when we were awarded the world record for the longest vehicle seesaw by the Guinness Book of World Records. The hard top took a victory lap from the seesaw and onto the stage, as stunning fireworks filled the sky.

The Numbers

Audience: 30,000 on site

Online engagement: 23,107,000 viewed the live stream

Total Weibo page view figures was double the Evoque’s previous page view record and 3.3 times higher than the average Weibo auto topic page view number

Guinness world record for the longest vehicle seesaw at 25.077m (82 feet 3 inches)

The Reaction

The challenging launch campaign showed the constant pursuit of innovation of Land Rover and the unique lifestyle of the Evoque. We are honoured and proud to have broken the Guinness World Record for the longest vehicle seesaw. - Mr Mark Hall ‎Executive Vice President of Integrated Marketing Sales and Service (IMSS)

SNAPSHOT

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