Launching Jaguar’s most talked about car ever

The Brief

To help them launch the E-PACE—their first model designed to appeal to a younger mass market—Jaguar asked us to create content and a visual identity that would amplify the car’s  key message of ‘serious fun’, converting media into advocates and their audience into consumers.

The Work

We created a bold, contemporary look with a strong red, white and blue colour palette as a nod to Jaguar’s British heritage. This was combined
with a ‘twisting’ creative treatment designed to communicate the E-PACE’s energetic, playful positioning and compliment the live barrel-roll
of the car planned for the launch event.

We then applied this to everything from press packs to infographics, event collateral to livery. To highlight the car’s design pedigree, we created a film featuring designer Ian Callum. Finally, we used CGI to create animated B-roll films that showcased the car’s playful nature.

The Impact

Our content drove 16% more visitors to the E-PACE site than Jaguar’s previous launch campaign, with a PR reach of 60 million people and a social reach of 485 million.

Our assets featured heavily in press coverage
from the likes of Top Gear, The Telegraph and
Mail Online and Jaguar have confirmed that E-PACE is their ‘most talked about’ Jaguar to date.

“Foxtrot Papa really understood the brief from the start. The creative look and feel they presented just blew us away. It was eye-catching, innovative and those vibrant colours just worked so well. We were so pleased we asked the team to devise a visual template for all the other Jaguar agencies to follow.”

Carmel Digweed
Global PR Manager, Jaguar Land Rover