Campaign Strategy & Performance Optimization for Jaguar

How research turned a failing luxury launch into 75% sales growth and 16:1 ROI

The year is 2019. The Jaguar I-PACE is about to be launched in Brazil. 

It was 2019. Tesla owned every conversation about electric cars. Audi had just announced the e-tron. BMW was teasing the iX3. And Jaguar—historically known for roaring engines and British leather—was about to launch Brazil's first fully-electric luxury SUV.

The I-PACE.

The briefing was clear: make noise. show the future is here. And the budget? Let's just say it was enough to do it right. Rich media. Expandable Canvas. Premium video production. The kind of launch you'd expect for a car that costs what a small apartment in São Paulo costs.

Around R$500,000.

For context, that's roughly USD $125,000 at the time. In a market where EVs represented less than 1% of car sales. In a country where "charging infrastructure" meant hoping your condo had a spare outlet near your parking spot. We were selling to early adopters. Tech-forward, affluent, sustainability-curious buyers who wanted to be first. Who wanted to be seen as future-makers, not future-waiters.

.How do you launch an electric car from a brand not known for electric cars? You don't position it as "the future." You position it as proof the future already happened.

The I-PACE had just won the 2019 World Car of the Year. It wasn't a concept. It wasn't a promise. It was here—on the road, winning awards, outperforming expectations. So the creative line became:

Some try to predict the future. We created it."

Not aspirational. Declarative. Not "we're coming." "We arrived."

With that in mind, the visual language was built around electric light as a metaphor for invisibility made visible. A silhouette in darkness. THan a neon outline, glowing cyan, tracing the I-PACE's shape.

"Don't try to predict the future. We already created it for your. New Jaguar I-PACE: the first Jaguar's SUV 100% electric."

Having doubts about where the Jaguar I-PACE can go with one charge? The beach. The mountain. The countryside. The I-PACE has up to 470km of autonomy. Enough to go anywhere. Your world is electric. You know it.

Having doubts about the electric Jaguar’s performance? The I-PACE can get to 100km/h in 4.8 seconds. Instant torque. And its electric engines generate 400PS and 696Nm of torque. Your world is electric. You know it.

Having doubts about where to charge the Jaguar I-PACE? At dealerships. At malls. At hotels. There are many public fast charging points in Brazil for your comfort. And you can always recharge the I-PACE at your house. Your world is electric. You know it.

Here is where we started remarketing with deeper content on electrification. 

With Facebook Canvas, emails marketing, banners and others digital formats, we presented our target the yellow brick road to all the details about having an electric car as the Jaguar I-PACE. 

Along with these final learning points, our audience was ready to finally request a price quote: they already knew everything they needed to know to finally have a 100% electric Jaguar I-PACE.⚡

The final result? Huge sales growth!

At that year, in the quarter the campaign took place, Jaguar sold 75% more cars than the first quarter of that same year, which represented 41% of the total amount of I-PACE sold in Brazil up to that point. Way to go, right!? The campaign was so successful that other countries wanted to adapt it to their markets and the campaign was also developed in South Africa. A reason to be proud for the whole team!

All credits to ⬇️

Spark44 Agency
Account managers: Thibault Plantet, Luis Felipe Feresin Ferreira and Mayara Prado
Managing Director: Leticia Thenard
Planning: Jonas Octaviano
Creative writer: Renata Losso (that's me! 😉)
Art director: Rafael Voltolino
Social networks: Mike Ribeiro
Media: Paulo Torres, Gustavo Barauna and Paulino Cassiano
Motion: Kenji Watanabe
Project Manager: Christian Nigmann
Client: Jaguar Land Rover
Product: Jaguar I-PACE