News

Data-driven #FeelWimbledon OOH campaign underway

June 28, 2016

British car maker Jaguar has launched its Wimbledon campaign using OOH advertising to amplify excitement around the annual tennis event. #FeelWimbledon has been deployed across JCDecaux's London Digital Network, Roadside Large Format sites and Waterloo Station media until July 10, according to a press release from JCDecaux.

Jaguar's #FeelWimbledon campaign at Waterloo station will keep commuters updated on the tennis action from the tournament via displays across what JCDecaux said is the biggest indoor screen in Europe. The campaign will also run on the station's brand immersion zones, Transvision and D6 screens, banners, as well as floor media that will direct commuters to a bespoke virtual reality stand that places them in the shoes of Jaguar U.K. brand ambassador and British tennis star Andy Murray.  

"OOH is the perfect way to build excitement during such an iconic British sporting event. Alongside the VR stand and match updates, it will no doubt drive interest and engagement from commuters travelling in from far and wide," said Robert Herd, head of communications at Jaguar Land Rover.

#FeelWimbledon is powered by real-time data supplied from IBM and JCDecaux's SmartCONTENT technology, a dynamic delivery platform. The data used includes live weather forecasts, match countdowns, live scores and fastest serve data.

The creative focus of the campaign centers on paralleling tennis "moments" with similar shots of Jaguar models to promote its brand pillars, the release said. One example is a clip of a tennis player diving to bat a ball, sidelined with a moving Jaguar car to promote Jaguar's #FeelWimbledon creative platform. The media was planned and booked by Kinetic and Mindshare.