Your Turn Britain: introducing a British icon
The introduction of the all new F-TYPE in 2012 marked a new chapter for Jaguar, a car designed for a modern generation. So, we created a campaign that would engage with this new audience.
We created Your Turn Britain, a campaign designed to capture the imagination and pride within today’s modern British nation, and celebrate everything that makes us great, whilst establishing the F-TYPE as a new British icon.
We worked with personalities from the fields of sport, film, music and design, from Jamie Campbell-Bower to BBC Radio 1’s MistaJam to create fresh content, curated on Tumblr and aligned across all of Jaguar’s social channels.
The British public were then invited to share what they believe defines the best of modern Britain for a chance to win sport, film, music and design related luxury prizes. The entries were incredible, consisting of everything from Red Arrows to ice cream vans, picnics in the sun to skateboarders on the streets.
Of course, Top Gear wanted a piece of the F-TYPE action, and we realised this would be an ideal opportunity to amplify the interest it would generate. So as the F-TYPE was put through its paces during its debut Top Gear appearance, a fleet of Union Flag branded F-TYPEs toured the country, turning heads as it roared from location to location, driving buzz on Jaguar’s social channels.
Back in London, we orchestrated ‘The Drop-off’, a treasure hunt for lifestyle bloggers who raced from The V & A to Camden Market and beyond, armed only with their social communities and of course, a supercharged F-TYPE to assist them. Luckily, with a strict £200 budget to purchase all the ‘treasure’, we didn’t get any bloggers going AWOL on Oxford Street.
The campaign repositioned Jaguar in its class, as a new era dawned following the launch of the F-TYPE. As a result of Your Turn Britain, Jaguar acquired 40,000+ new fans on social, reached 34 million people and the launch of the F-TYPE has proven a huge success. In fact, Your Turn Britain has been awarded two Chartered Institute of Marketing Marketing Excellence Awards, which we were delighted to pick up alongside the Jaguar team.