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In 2016, British luxury car brand Jaguar partnered once again with the UK’s most attended sporting event of that year, Wimbledon. The perfect partnership was there, but how was Jaguar going to push advertising boundaries and create a positive experience for consumers during one of the UK’s most highly-anticipated events - the answer? #FeelWimbledon at Waterloo.

Jaguar dominated London’s Waterloo Station, which has a weekly footfall of 2.2 million, with digital, static, ambient and experiential media throughout the tennis tournament. The campaign was planned, booked and executed by Mindshare, Kinetic and JCDecaux.

Commuters had the chance to enter a bespoke virtual reality (VR) stand, which placed users in the shoes of Jaguar UK brand ambassador Andy Murray, and allowed them to experience what it was like to play at Wimbledon itself and see the crowds going wild!

Not only did commuters get to feel like they were a part of the event itself, but they were also provided with constant live updates on-the-go with JCDecaux SmartCONTENT on the UK’s largest indoor screen: Motion@Waterloo.

Using data feeds from IBM as well as data supplied by the brand/agency, SmartCONTENT would display live scores from the most popular matches as well as the fastest serve, the weather at Wimbledon (temperature, wind, humidity), a countdown for when the next match was due to start right down to when the roof was opening and closing!

All of the creative that displayed the live updates centred on paralleling tennis ‘moments’ with similar shots of Jaguar models to promote its brand pillars; one example was a clip of a tennis player diving to bat a ball, side-lined with a moving Jaguar car to promote the Jaguar’s ‘#FeelWimbledon’ creative platform.

The campaign also ran on JCDecaux’s wider LDN and Rail D6 networks, as well as iconic Roadside Digital Large Format sites.

The campaign was a fantastic success, with 80% of the target audience seeing the takeover, and 23% seeing all of the campaign assets at the station.

Consumer reaction taken from on-ground interviews at the station included:

• “It’s the future, it really felt like I was there at Wimbledon.”
• “That makes up for not getting tickets this year.”
• “I’ve heard of this sort of thing before, but you never think it’s going to be that great but this is incredible.”

Mindshare’s research (produced through HPI) also showed that the Jaguar Wimbledon campaign led 30% of the target audience to visit the main brand website, 24% visited the FeelWimbledon website, 20% searched for ‘FeelWimbledon’ online, 19% shared the ad on social media and 15% tweeted about ‘Jaguar’ or used #FeelWimbledon’ – overwhelming results!