For tennis fans, the most desirable tickets of the year are for Centre Court. However, as a relatively exclusive event tucked away in a corner of London, not many fans get to experience it.

We saw an opportunity in the exclusivity of Wimbledon to bring Jaguar’s Art of Performance proposition to life in a way that would demonstrate it was a forward thinking and innovative brand, and given tennis fans an exciting, never seen before experience.

Our idea was to use innovative yet widely accessible mobile technology to give tennis fans an exclusive and exhilarating virtual experience of Wimbledon, wherever they were, whenever they wanted.

Our Feel Wimbledon virtual reality experience would give fans a unique perspective on how it feels to perform on Centre Court, from inside the mind of someone who knows how to do it best – Wimbledon Champion and Jaguar brand ambassador, Andy Murray.

Our 3-minute VR experience took fans on an exhilarating journey through the Wimbledon grounds and into Centre Court, from inside the mind of Andy Murray.

To reach a mass tennis fan audience we launched the 360° content on day one of the Championships via the YouTube app masthead helping us to deliver over 90m impressions.

On the ground Feel Wimbledon cardboards were handed out at Waterloo station, to reach fans heading to The championships

On Twitter, we targeted Andy Murray and Wimbledon fans via Twitter 360° video to sample the content and drive them to the full experience on YouTube.

A mobile responsive Feel Wimbledon page at both Wimbledon.com and Jaguar.co.uk hosted the 360° video content.

A Jaguar Feel Wimbledon experience zone was live at Waterloo Station for two weeks and in Jaguar retailers nationally, giving over 11,500 people the full Oculus VR experience.

The campaign was a huge success in bringing to life the Art of Performance brand proposition to life in an innovative way and driving tennis fan engagement.

Over 11,500 people visited the Feel Wimbledon VR experiential zone spending on average 12 minutes with the brand, with one fan declaring ‘It’s the future, I really felt like I was there at Wimbledon!’.

The campaign drove an additional 41,000 visits to the Jaguar website and 69% of those who engaged with the campaign agreed they would consider Jaguar for their next vehicle purchase.

The 360 content received over 3 million views on YouTube during Wimbledon fortnight, the most viewed content Jaguar had ever created.