The brief
‘The Art of Performance Tour’ is a worldwide driving experience campaign by Jaguar Land Rover. It was conceived as an engaging platform to deliver memorable experiences to customers while generating sales. The China segment lasted eight months and visited more than 30 cities, including Beijing, Chongqing, Guangzhou, Hangzhou, Nanjing, Qingdao and Xi’an.
Execution
The team supported Jaguar Land Rover with a full turnkey solution for the tour, including event conceptualisation, experience design, venue management, set-up and maintenance, event operations and logistics.
During the tour, ‘The Smart Cone Challenge’ was developed as a thrilling way to highlight Jaguar’s ‘passionate performance’ character. Once behind the wheel, participants experienced the famed responsiveness of current Jaguar Land Rover cars by driving along a racetrack. LED ‘smart cones’ served as ‘gateways’, randomly illuminating to create a constantly changing challenge.
Incorporated into the venue decoration design were elements such as curves and bold colours to convey a vivid sense of excitement. It set a new benchmark for the client’s subsequent ‘The Art of Performance Tour’ projects.
The Results
- Their key contribution to a campaign of this scale set the team onto the path of successful future partnerships with global brands
- During its eight-month tour of over 30 cities in China, Jaguar’s ‘The Art of Performance Tour’ attracted over 10,000 attendees, including local media
