Jaguar exists in a competitive sector where it is outspent in media by its competitors year round, and as a result struggles to achieve SOV. Using its high profile sports sponsorships to drive cut through at key times in the year is crucial.

Our challenge was to activate its partnership with Wimbledon in a way that would maximise SOV and drive cut through, drive fan engagement and bring to life it's brand purpose – ‘To excite the senses’.

To connect people to the content, we distributed it across a range of paid and owned media channels -

At London Waterloo station, we created a Jaguar Feel Wimbledon experience zone where fans could enjoy the full VR experience through Oculus Rift headsets. The activation was live for the full Wimbledon fortnight and was designed to create a quality level of brand engagement. This was also available in 104 Jaguar retailers nationally.

We created 20,000 Feel Wimbledon branded Google Cardboard sets so people could enjoy the immersive experience via their own mobiles. These were distributed at Waterloo station, in Jaguar retailers and in the Wimbledon queue.

Finally, to maximize reach, the content was promoted in YouTube's first ever 360° video masthead, promoted within the YouTube app, across social media and throughout Jaguar’s owned digital channels.