Creating an emotional connection between the front lines and the production lines…
The challenge
From warzones to diplomatic missions, Jaguar and Land Rover vehicles are a crucial presence in British military operations. Now, amidst an industry-wide skills shortage, Jaguar Land Rover are looking to recruit the people they have historically supported. Using the 2012 Invictus Games as a launch pad, we needed to create a campaign that raised awareness of the opportunities available to ex-servicemen and women, an audience who aren’t aware of the true value of their skills or how to apply them in civilian life.
The solution
The collective strength of the British armed forces lies in their shared values. But these values – teamwork, trust, commitment, discipline, integrity, loyalty, courage, professionalism, operational effectiveness and excellence – aren’t unique. They’re shared by the manufacturing teams of Jaguar Land Rover. We used this as the focus of our campaign, ‘Be the force behind British manufacturing’, creating an emotional connection between the front lines and the production lines and presenting Jaguar Land Rover as a place where a person’s military mind-set, as well as their skills, would see them thrive. Launched for the Invictus games with the CTA ‘Be part of the team’ the legacy campaign remains ‘Be the force behind British manufacturing’.
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The results
Over the 16 days of the Invictus campaign, 4,000 applications were made, with a 26% conversion rate. Digital advertising generated 1.3 million impressions, with a 71% increase in visits to the ex-armed forces page on the website and a 46% increase in queries relating to ex-armed forces opportunities. Legacy use of the campaign has seen total applications rise to 14,932. The campaign has since been adopted for PR and marketing use at the Invictus Games 2016 in Orlando, Florida.
Awards
The Drum RBAs 2015 – Creative Grand Prix
The Drum RBAs 2015 – Best Art Direction
The Drum RBAs 2015 – Best Campaign Commendation
Art Director: Steve Frith