Jaguar

Out of Office / The All-New XF

June - September 2015

At WIRED2015, the campaign focused on how design and technology is continuing to evolve into the future, with Jaguar’s XF leading the charge

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01 CAMPAIGN

Now, more than ever, design and technology live hand-in-hand. At WIRED2015, WIRED set to explore this unique relationship, through a series of live panels, as well as a premium spread in January/February issue of 2016 and four ‘Out of Office’ videos as part of a series.

The campaign was planned to be future-facing and written, produced and delivered in a classically WIRED tone and format. The campaign was built around WIRED2015, with an over-arching theme of ‘Out of Office’ – expressing how boundaries can be pushed further outside of the workplace.

02 OBJECTIVE

To help publicise the launch of its new XF, Jaguar needed a cutting-edge campaign that would place the XF at the forefront of the readers’ mind and position it as a future-proof car. Teaming up with WIRED, a series of films were produced, with WIRED deputy editor Greg Williams meeting some of the most interesting speakers from WIRED2015.

Key performance metrics were considered to be clickthroughs from the print article, clicks on the native articles on WIRED.co.uk and the viewing figures of the four ‘Out of Office’ videos. Overall, the video series received nearly 200,000 views.

02 OBJECTIVE

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03 SOLUTION

Firstly, print activity included a two-page feature. Included was a full-bleed picture of the new Jaguar XF, highlighting notable features such as lightweight aluminium, InControl Touch, the ultra-efficient 2.0 litre i4 diesel engine – and, of course, the F-TYPE design. The DPS also covered WIRED2015 and encouraged users to click through to WIRED.co.uk/NEWXF.

Online, four videos were produced. Daniel McDuff explained how machines are learning to understand us better, Ryan Weed share his vision for anti-matter propulsion, while fashion designer and technologist Francis Bitonti discussed future manufacturing and Vincent Connaré explored the more holistic and human side to design.

Similarly, native articles on WIRED.co.uk were produced for each of the four videos – highlighting each interviewee.