CASE STUDY March – June 2013

SOCIAL MEDIA

Jaguar Driving Challenge

BACKGROUND • Jaguar is a British automaker, officially incorporated as Jaguar Land Rover Ltd since December 2012. • JDC (Jaguar Driving Challenge), promoting Jaguar XJ and XF models, is the biggest offline campaign for

the first half of the year 2013.

CHALLENGE • We found out that consumers love to spend time on interactive websites. They are willing to give

spontaneously their personal contact information on brand’s official websites. • The challenges were to get a strong support from the audience and easily gather contact information

on our side.

“We need YOU to support JDC on social media platform.”

SOLUTION • We launched the online campaign “Start your British legend” on Jaguar’s official Weibo, from March

22th to June 18th 2013. • We created a “TAB” page on Jaguar’s official Weibo which displays an interactive game for viewers to

experience British spirit and allow them to enter the JDC test drive contest. • The purposes of the campaign were to collect consumers information for JDC test drive and increase

fans engagement.

RESULTS

• 2516 participants joined online activities.

• Shared on Weibo by 1091 participants.

• 629 participants signed up for JDC test drive.

• An increase of 21% in page views.

Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com.

Contributors: Chuck Chen, Elsa Bouillot, Josselin Roulet