Havas' Brooding Electric Car Campaign for Jaguar Challenges Us to Ditch Diesel

Jaguar North America today announced the national marketing launch plans for the brand’s first-ever, all-electric performance SUV, the I-PACE, led by the Jaguar Electrifies Experience,  a multi-city national tour that will kick off in San Francisco and travel to key U.S. EV markets: Los Angeles, South Florida and the New York City metro areas.

The Jaguar Electrifies Experience is designed to engage, entertain, and educate consumers on the full Jaguar vehicle lineup as well as the benefits of owning an electric vehicle. In addition to the Experience, retailers will host launch events throughout the fall to introduce the Jaguar I-PACE to consumers across the country.

“The Jaguar Electrifies Experience offers consumers the opportunity to be among the first to get behind the wheel of the new all-electric I-PACE before it goes on sale later this year,” said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “Kicking off the Experience in San Francisco, a city driven by innovation, lays the perfect foundation for educating consumers about electric vehicle technology within an entertaining and dynamic environment."

Reinforcing the company’s commitment to electrification, Jaguar Land Rover has previously announced that from 2020, all new Jaguar and Land Rover vehicles will be offered with an electrified powertrain option, giving customers even more choice. The company will introduce a portfolio of electrified products across its model range, embracing fully electric, plug-in hybrid and mild hybrid vehicles as well as continuing to offer ultra-clean gasoline and diesel engines. The Jaguar I-PACE is the brand’s first fully electric vehicle, equipped with a 90kWh battery that delivers a manufacturer’s estimated range of up to 240 miles.

Guests at the Jaguar Electrifies Experience will have the opportunity to explore the full lineup of 2019 model year Jaguar vehicles, then take a deep dive into “The World of I-PACE” to learn about the brand’s first all-electric performance SUV through a series of interactive touchpoints. Participants will then have the opportunity to get behind the wheel of several of the latest Jaguar vehicles, including the I-PACE,F-PACE, E-PACE and F-TYPE in a series of street drives. Guests will also be able to drive the Jaguar I-PACE on a timed and scored, closed-circuit SmartCone drive.

The experience will conclude in “The Electric Lounge” which will feature some of the industry’s most cutting-edge products and technologies curated by media partner WIRED, including Smart Mirror Touchscreens, DJI Mavic Air Drones and a Live Drone Feed of the closed-circuit driving test course. In addition, guests will be able to participate in various augmented and virtual reality activities that can be shared on social media.  The lounge will also feature the Jaguar brand’s electric racing vehicles including the Jaguar I-TYPE from the Formula E series and the Jaguar I-PACE eTROPHY from the world’s first all-electric spec racing series, a support race to the ABB FIA Formula E Championship in Season 5, beginning later this year.

Additionally, the lounge will include a shareable photo installation featuring the Jaguar I-PACE, where consumers will be able to experience the latest in high-speed, 360 degree photo technology in a mirrored infinity room. Participants will receive their photos electronically before leaving and are encouraged to share these photos on social platforms using #JaguarElectrifies.

Jaguar is supporting the Experience through a number of activations in each market, including billboards and wallscapes in high traffic areas throughout each city. Key features of the I-PACE will be highlighted in 3 AM, an online video. Retailers will host their customers at special events to introduce the I-PACE from Oct. 15 through Dec. 2.

Through its partnership with WIRED, the brand will post and share digital content on the @JaguarUSA social media channels – including YouTube, Instagram, Facebook and Twitter – using #JaguarElectrified