Campaign details
Agency: Spark44
To more than double data capture at Goodwood Festival of Speed by increasing engagement of visitors with Jaguar Land Rover.
Strategy
Simple data strategies don't work in a post-GDPR world. Jaguar Land Rover required a way to enthuse motorists to share their personal details and that meant reframing comms as a clear value exchange.
Insight showed 40-somethings' car brand love starts with playing Top Trumps as a child. Jaguar Land Rover and Spark44 resolved to resurface this youthful passion at Goodwood to maximise engagement. The key was to entertain them while they got fed up...