"A world first by MEC for Jaguar" » MEC MENA

DJLT Animation
  • News
    News
  • Publications
    Publications

News

1 / 3

Publications

1 / 7
Trouble in the Air

Trouble in the Air

09/04/2017 09/04/2017

Content will remain a significant challenge for the GCC's free-to-air TV industry, says the regional head of TV and Multiscreen at MEC...

Download

MEC Commerce expands into MENA

MEC Commerce expands into MENA

09/03/2017 09/03/2017

MEC, today announced the launch of MEC Commerce, the agency’s specialist ecommerce consultancy, in the MENA region. To find out more,...

Download

The over-analysis of digital - moving beyond behaviour

The over-analysis of digital - moving beyond behaviour

21/11/2016 21/11/2016

"Full-screen takeovers are one of the main drivers of annoyance - the same...

Download

Performance Content and the future of SEO

Performance Content and the future of SEO

21/11/2016 21/11/2016

"As Google keeps saturating its first result page with ads, knowledge graphs...

Download

 
 
"A world first by MEC for Jaguar"
02/05/2016

Dubai, 2nd May, 2016: A historic world first has just been accomplished by British luxury brand Jaguar for its Middle East launch of the All-New F-PACE performance SUV.

In a fitting tribute to the renowned city of firsts Dubai was a worthy choice for Jaguar to launch the F-PACE, the brand’s first SUV, to the Middle East region with a jaw-dropping show on the façade of the city’s globally renowned iconic landmark - Burj Khalifa.

Thousands of Dubai residents, tourists and a handpicked selection of VIP guests turned out to watch the dramatic three minute spectacle with the stunning creative LED Show, which was seen across the world on Jaguar’s online channels and through Youtube Live Masthead, the show was broadcast live in 5 countries, KSA, Kuwait Qatar, Morocco and UAE. 

2nd May itself, saw more than 700,000 livestream views, nearly 100 million total impressions across YouTube, Twitter and Facebook and over 2 million views across all Jaguar MENA videos.  Thanks to the Social Media strategy and the Influencers involved in the event we had more than 4,000 mentions on #JaguarWorldFirst.

The show started with a striking projection of the Dubai cityscape across the huge central panel of the Burj Khalifa façade, with the F-PACE outline roaring into view, scaling the length of Burj Khalifa; representing the performance prowess of Jaguar’s newest addition. A beautifully crafted Arabic calligraphy symbol by renowned Arab artist Wissam Shawkat then took shape on the façade before bursting off screen.

The spectacle culminated in the dramatic reveal of the Jaguar F-PACE, elevated almost six metres off ground-level, framed in a rainbow of fireworks to a choreographed finale, with global coverage.

It all began 3 months ago when MEC and Spark44 pitched an “impossible idea” to Jaguar-Landrover. 

The campaign started on 21st April with the announcement of the Jaguar World First event and on 2nd May it became a reality with Jaguar being the first commercial brand to advertise on the World’s tallest building, Burj Khalifa.

A dedicated team of event specialist, creative specialists, PR agency, social media team, MEC media team led by Michele Ciccarese, Director Partnership & Experience, MEC Wavemaker MENA and Bernardo Jun, Managing Director, Spark44  managed and coordinated the launch of the Jaguar F-Pace in the MENA region.  

MEC managed the partnership with Emaar Properties (owner of Downtown Dubai and Burj Khalifa) for the overall event coordination and the project media strategy.  Spark44 led all the creative assets from ideation of the animation show on the Burj Khalifa to all the Media and Social Content created for the event.

Speaking on the day of the launch, a very excited and proud, Marc Ghosn, General Manager – UAE said, Big achievements come with great partnerships. 

3 months of hard work, unique team collaboration across multiple agencies and exceptional business partners, Jaguar and Emaar, resulted in the first and largest advertising execution, not only in the Region, but in the World.  The story only starts with the commercial execution on the Burj Khalifa façade, what happened in the background was equally exceptional and unique, where we had a team of more than 30, working in the "Live Room" to ensure maximum reach, efficiency and live conversations with audiences across the Region.  On the ground, our newly launched department, Wavemaker, coordinated all the efforts across all agency partners, a total force of 250 people in the event management.

This demonstrates our strength in managing partnerships, events, creative execution, real time data optimization, consumer engagement and communication strategy, mashing all these together and creating exceptional results for our business partners.

Speaking directly after the dramatic reveal, Jaguar Land Rover MENA Managing Director Bruce Robertson, said: “The All-New Jaguar F-PACE is the ultimate practical sports car and the most important launch in our brand history; delivering an unparalleled driving experience. What better way to welcome the F-PACE to the region than with a world-first on the world’s tallest building - the iconic Burj Khalifa.”   He continued, “Although Jaguar is no stranger to world-firsts, it is still a niche brand manufactured on a relatively small scale, and to this point I am extremely proud of the regional team for turning this into such a spectacular global milestone which no other commercial brand, international or otherwise has managed to accomplish - it will be celebrated for years to come.”

A total of 24 shows of 3 minutes each on the Burj Khalifa façade has lit Downtown Dubai for the past 7 days from 2nd May till 9th May and if you have missed it you can view the amazing show on the links below; 

https://www.youtube.com/watch?v=kBlQBWR6M34

https://www.youtube.com/watch?v=16SQok0Y6kw&feature=youtu.be

Jaguar-ME.com/worldfirst

 

 

close