Jaguar Land Rover (JLR) sought to create a campaign to support the launch of its new model, the Range Rover Velar.
The objectives of the mobile campaign were to:
Create awareness of the car
Drive engagement with its features via rich media ads
Generate qualified leads for the car
JLR was faced with two key challenges that led to the campaign’s creation:
New target audience. The new luxury SUV targets a younger audience than traditional Range Rovers: people aged forty and upwards who can also be defined by their passion points of technology, design and style (sources: Live Mint; Land Rover). This presented JLR with the challenge of creating a marketing campaign that effectively engages this new target audience.
Low engagement rates for digital ads. A second challenge was being able to engage this audience via the use of digital ads despite their low engagement rates. Rich media ads produce poor results: Just 0.04% of click-through-rate and 7.82 seconds of average interaction time for expandable rich media ads in the U.S. according to Google (source: Google display benchmarks). This problem is exemplified by the new target audience typically being time-poor and having short attention spans.
These challenges created an opportunity to launch a fun AR experience to overcome low rich media ad engagement rates and create awareness for the new Range Rover model.
The following strategy was implemented to achieve the campaign’s objectives.
Campaign/target audience fit: 88% of adults within the Velar’s target age demographic in the US own a smartphone, 90% of whom use their smartphone to browse the internet (source: Pew Research Center). These facts, along with the target audience’s passion point of technology, indicated that this style of mobile ad campaign created a brilliant fit for accessing and engaging with JLR’s new target audience.
Fun and informative: The campaign combined AR’s unique benefits and a creative approach to engage consumers with the Velar in a fun and immersive way. The AR experience not only showed the Velar’s interior, but enabled users to merge the interior with their own surroundings: this created a fun and surprising dimension to the user experience. The interior also included hotspots that could be tapped in order to show extra information about specific car features (e.g. the interactive driver display or infotainment system), which catered to the need for knowledge when evaluating whether or not to make a purchase - particularly a purchase as significant as a new car.
Using technology to create engagement: The design of the call-to-action banner ad featured the Velar model moving as the user moved their phone: a unique and attention-grabbing design which greatly contrasted with standard banners. Additionally, as the experience did not require an app, the user experience was smooth and uninterrupted, aiding the scope for engagement.
Leveraging AR’s unique benefits: AR’s unique ability to create truly immersive experiences was an excellent fit for showcasing a car model and producing a campaign that was not only entertaining, but useful to the consumer. AR’s novel use within mobile banner ad campaigns was also leveraged to create a campaign that was attention-grabbing, differentiated, and able to drive superior engagement results.
To meet the campaign’s objectives the campaign created a world-first rich media ad format -- Augmented Reality Digital Placements (ARDPs). This brand-new technology integrates AR with web based formats such as banner ads. Users can launch ARDPs without needing to download or install any other app or technology, creating a seamless experience that connects consumers directly with the AR.
The implementation of ARDP enabled JLR to launch a totally unique mobile ad campaign. By tapping on the ad, consumers were shown the inside of the Velar as if they were sitting inside of it. By moving their phone, consumers could explore its interior in 360°. Additionally, the AR enabled consumers to integrate their real life surroundings with the experience, which they could see through the car windows.
This immersive experience provided consumers with the next best thing to travelling to a showroom and physically sitting within a Velar. Consumers could also interact with touch-points to reveal more information about the Velar’s interior. These features created a campaign that was not only entertaining and novel but informative and useful.
The design of the banner ad itself also seeked to strengthen the campaign’s scope for engagement. The call-to-action banner ad - before a consumer even tapped on it - showed an image of the Velar that moved in-line with the movement of consumers’ mobiles. This was a source of differentiation for the campaign, strongly contrasting with typical banner ad designs.
Link to the experience (best on mobile) - https://creative.blippar.com/pub/8c7d846c-7e61-4eb6-8926-4552c0b0f157/index.html
Link to Youtube video - https://www.youtube.com/watch?v=USvnGbF5vA4