Jaguar emerges #FromTheShadows


When it comes to sheer power and pulse-quickening performance, the new F-TYPE Coupé certainly holds no prisoners. So ahead of its drama-filled global unveil at the Los Angeles Auto Show, we were handed the challenge of devising a socially-led launch campaign worthy of Jaguar’s most dynamically capable, performance-focused, production car ever.

With such a high-profile reveal on the cards, we introduced an engaging narrative series entitled #FromTheShadows that follows the F-TYPE Coupé as it is ‘hunted’ by unknown pursuers wishing to prevent it being seen by the world. The story would play out across the breadth of Jaguar’s channels in the pre, during and post phases of the reveal – ultimately driving intrigue and interest in the F-TYPE Coupé with communities on social media.

We kicked proceedings off in the days leading up to the reveal, which saw all of our social channels ‘go dark’ to fall in line with the dramatic theme, as well as exclusive teaser images and short form video content that gave a sneaky glimpse of what was to come. An additional image of the car was also hidden on Jaguar’s official website, that could only be unlocked with a konami-esque code cryptically seeded within our teaser content and with key social influencers.

For the reveal itself, myself and Ross were lucky enough to attend the star-studded affair in L.A., bringing the event to life through live content – including the jaw-dropping moment it accelerated towards the audience at full throttle before disappearing into the darkness, signalling the next phase in our social story… If you haven’t seen it, catch the highlights video below.

The reveal has already seen great traction with Jaguar’s social communities (which isn’t surprising for such a ridiculously good-looking car!), driving almost 275,000 views and interactions across all channels.

And, as you may have read in Marketing or Marketing Week, from now until December 8th, a new side to the #FromTheShadows campaign will appear, which will heavily use Instagram video to introduce a ‘mini series’ as we delve deeper into the F-TYPE Coupé’s motives following its dramatic appearance in L.A.

Intrigued? I won’t give too much away just yet, but be sure to follow the series on its dedicated Tumblr.