PROBLEM: Jaguar was virtually unknown in China—the world’s largest and most crowded auto market. Jaguar needed to stand out and make noise. And they needed to build this excitement using the heart of the brand: performance.

SOLUTION: A performance stunt that would stun a nation, challenge science, and make an unforgettable impression: The Power Loop. We needed to use a full-throttle, gas-powered, roaring experience at the heart of an integrated 360 digital-driven campaign. And we needed to use a specific hero to do this: F-PACE, the brand’s first-ever SUV.

We partnered with China’s largest platforms (Baidu, Alibaba, Tencent, Weibo) to create a digital-first campaign optimized for their ecosystems that leveraged big data to create compelling and sharable experiences for our TA—teases, influencers (KOLs), digital posters, films and a record-breaking stunt live-streamed throughout China.

We invited the biggest KOLs to the event, so they could livestream it with their fans. We created watch parties at Jaguar and Land Rover dealerships.

Ultimately, the Power Loop, however, was more than a campaign. It was an entertainment destination, constantly giving consumers intriguing, exciting content to keep Jaguar top of mind, highlighting brand heritage and showcasing F-PACE’s USPs.

RESULTS: 30M livestream views; 280M page views; Baidu (Chinese Google) search results +28%; Weibo (Chinese Twitter) #3 auto topic; 47,015 new leads (+75%) for our client; +13% sales increase; and a Silver Effie for our agency.