The challenge was to introduce the feisty new ‘baby’ SUV by Jaguar to the world, in a way that would truly live up to the brands philosophy ‘Art of Performance’ and demonstrate it’s agile and entertaining driving performance to attract a much younger conquest audience.
After the huge success of the launch of Jaguar’s first SUV, the F-PACE, in 2015 with a record breaking loop-the-loop it seemed natural for it’s ‘baby brother’ to follow on with another dramatic, truly original, exciting demonstration of the products agility and performance.
We chose to launch the new Jaguar E-PACE with an epic stunt, which had never been attempted before by an automotive brand, a 270 degree barrel roll jump. This time we also replicate the stunt in VR giving the audience a unique perspective.
Essential to the success of the launch, was capturing the moment on camera to ensure it was shared around the world. On the launch night the live audience of 800 Global Media and VIP guests were treated to a dynamic, high-speed performance in purpose built ‘Art of Performance Arena’ at ExCel in London.
The event was preceded with a day of Media Briefings including an impressive immersive VR experience which brought the technical engineering stories to life and previewed the dramatic stunt.