As one of the leading automotive companies in the world, Jaguar Land Rover need very little introduction. We understood that within a fast-changing industry and in an organisation that has a clear vision to create a smarter, cleaner and more effective world, that by changing the way Jaguar Land Rover attracts top talent will significantly change the way the world moves. We were excited.
From the initial brief, research and focus groups, we understood that the main challenge was creating a strategy that would connect with a broad range of different characters. Those who love engineering, those who are passionate about the environment, those who love cars and those with a pioneering mindset to shape the cars of the future. With a strict corporate brand guideline, it was also part of the challenge to communicate the serious side of the business but combined with the warmth and wit of their identity as an employer of choice.
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Cutting edge and full of character, futuristic and fun. The two sides of the business needed to be captured. On the one hand, we created ‘Changing the way the world moves’ – a vibrant, mixed pace, rollercoaster ride of personal impressions of what it’s like to work at JLR. This film had to balance the passion for the cars they produce, with the calmness and control that shone through the personality of their people.
[Changing the way the world moves]
On the other hand, we created ‘Charades’ – a shorter, quirkier and more thought-provoking introduction to the JLR personality. The intrigue and personality of this video will then encourage viewers to visit the website to get the bigger picture of life at JLR. The resulting film, entitled ‘What Part Will You Play?’, feels authentic and warm because we let them enjoy themselves. No script, no forced messages. Just Jaguar Land Rover teammates having fun trying to solve a series of problems in front of them.
We launched the collateral internally and externally on the same day with one clear vision, to change the way the world moves. For our external markets we deployed the video footage across a broad range of social media channels which achieved significant engagement from the target audience. We also created a new careers website which this content was embedded into for maximum engagement.
Finally, we held an incredible media event at the Jaguar Land Rover Gaydon site, where all employees and major industry figures attended.
As well as achieving phenomenal results, the internal reaction was fantastic because we had not only captured only the essence of Jaguar Land Rover today, but vitally created a body of work that showed the personality and vision of the business.
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