Jaguar Formula E Virtual Reality Challenge
Jaguar is back in racing with Formula E. And this first-of-its-kind, fully immersive Virtual Reality Experience was created by Imagination to put users in the driving seat, putting them through a series of challenges in landscapes inspired by cities on the Formula E racing circuit.
From my point of view, complex layers of messaging had keep the audience informed, engaged and excited for a significant length of time. The voiceover and supporting captions needed to cover Jaguar’s racing heritage, Formula E technical info, and the importance of electric technology for Jaguar.
In addition to the more technical and descriptive content, I also came up with a series of humorous soundbytes to sum up a drivers performance after each stage.
Taking place at a Global Auto Show, with the world’s biggest Automotive Brands all fighting for a share of voice, it had to be good.
The results spoke for themselves
- 31% share of voice for VR on social media
- 6,588 users - 30% more users per day than predicted
- Email open rate 45%
- Email click-through to Jaguar owned channels 11%
- Feedback screen completions and rating 1,702 / 98% happy
- Best in show according to research and vox pops