Republica stages the new Jaguar together with Ogilvy & Mather
Der neue E-Pace ist der erste Kompakt-SUV von Jaguar und wurde im Januar in der Schweiz lanciert. Republica hat im Auftrag von Jaguar Schweiz in Zusammenarbeit mit Ogilvy & Mather die schweizweite Pre-Launch-Kampagne umgesetzt.
The pre-launch campaign started on January 3 and lasted until January 18, the deadline for the Europe-wide launch campaign under the slogan "Disturb the Peace". The aim was to pick up a younger target group and generate test drives in the showrooms of Swiss Jaguar partners. Republica implemented this using the creative central idea "ROARR like a Jaguar". The focus was on a film in which actors snarl (English: to roar) as aggressively as the eponymous feline predator. The video was made up for Facebook, Instagram, Instagram Stories and YouTube and used as part of sponsored posts.
https://www.youtube.com/watch?v=vNwCh7CGo3Y
In addition, regionally adapted radio spots were placed, which referred directly to the nearest Jaguar partner.
Live events in Zurich and Lausanne
Other core elements included live events at Zurich HB and the Léman Centre in Crissier (VD), where the brand-new E-Pace could be admired for the first time. Using a specially developed ROARR app, tablets and a 3-meter LED screen, the public was also part of the campaign: they could also "roar" like a Jaguar. For this purpose, a short video sequence was recorded on site and edited together with the campaign material. Participants were then able to take part in a competition and received their video as a souvenir by e-mail.
The tablets and app are still in use at specially produced POS stands at 23 Jaguar partners. Participation in the competition is still possible until February 25.
Responsible at Jaguar Switzerland: Mario Montanari, Karin Held. Responsible agency: Republica with Ogilvy & Mather. Technical partner live events and POS installations: Auviso, Cibolini. Film production: Chocolate Films, Frame Eleven.
