Re-imagining the test drive experience, we created a heart-pounding 2-minute action film called The Audition, celebrating Jaguar’s long standing relationship with film. The scene tells the harrowing tale of a rookie spy racing through a deadly gauntlet, armed only with a Jaguar XE. Taking the lead role was none other than our target demographic who would experience this high-tech test drive during the Art of Performance Tour. Nearly 10,000 consumers would get behind the wheel and become the stars of The Audition. Through seven key cities, we invited consumers to act out various spy racing scenes behind the wheel, pairing them with a director for their very own video shoot. After their action-packed debut, they test-drove the XE, and upon returning from their ride, a link to their personalized short film had been stitched, edited, and was ready for sharing across social networks. Creating a personalized experience from start to

In preparation for the tour, we drove consumers to sign up through social channels, display ads, customer retention marketing, and at the dealerships themselves. Once signed up, we sent timely reminders of the tour dates. On the day of the tour, consumers received RFID bracelets, went into hair and makeup, and headed to The Audition experience. Once in the front seat of the vehicle, it was time for their close-up as a director guided them through five scenes.

From the automated recording and editing/stitching of video, to the automatic delivery of each consumer’s clip, to a custom microsite, we leveraged a patent-pending technology that drove the Art of Performance without the use of green screen. After the scenes were filmed, each person could go for a drive in the XE, and within minutes, their action film was waiting for them in their email inbox as an easily shareable link

• The Art of Performance Tour attracted over 1,000 attendees to The Audition in each city so far.

• In each city, more than 70% of attendees became virtual stunt drivers and shared the video with their social networks on Facebook

• So far, consumer uploaded versions of “The Audition” have driven more than 530,000 estimated additional organic long-form video views on Facebook.

• Jaguar received 133 preorders of the XE and F-PACE, approximately $5 million gross revenue in value, far-exceeding the goal for the first month of the tour

• Instagram takeover coinciding with launch of the Art of Performance Tour reached over 18 million people, drove 26 million impressions and nearly 3 million views of The Audition video.

• The Audition video garnered 17MM views and the campaign generated 156MM impressions as of 4/12

• Campaign over-delivered on its goals, created brand advocates, and generated excitement for the XE and F-PACE