CLIENT
Jaguar Land Rover (UK)
Gordon Snoddy, Marketing & Comms Director
Katrin Illig, Senior Manager Marketing Comms & PR
AGENCY
Steve Kirk, Managing Partner
Kim Walker, Head of Strategy
Duncan McRobb, Managing Director
George Bryant, Founder & Global ECD
Simon Poett, ECD
Steve Wyles, Head of Production
Jackie Stevenson, Founder & Global Managing Director
Bryan Stewart, Creative
Claudia Davies, Senior Account Director
Jack Howells, Senior Account Manager
Spark44
Renato Quaroni, Head of Creative
Ingo Kessler, Strategy Director Europe
Imagination (UK)
Ross Wheeler, Creative Director
Christophe Castagnera, Head of Connected Experiences EMEA
Feel for Music
Ben Sumner, Music Consultant
Glenn Herweijer, Creative Director
Dentsu X
Peter John Waine, Global Strategy Partner
Bernd Mayrhofer, International Director
SUMMARY
WHY A CAR COMPANY MADE THE WORLD’S MOST REMIXED MUSIC TRACK
A CULTURAL CONVERSION COMMUNICATIONS MODEL
Jaguar had to connect with a new generation: a conventional model wasn’t working.
We created a ‘Cultural Conversion’ communications model - to convert cultural impact into purchase propensity.
Where the brand once only had 5% share of voice, it now commands 19% share of automotive conversation. And now has *2.5 times more propensity to purchase than the competition.
And on route to that goal, Jaguar has also created the world’s most remixed music track.
