JAGUAR
JAGUAR
SHE SETS THE PACE
In an increasingly competitive market Jaguar needed to challenge for attention.
Unlike its image in overseas markets, Jaguar had become a legacy brand in the eyes of Kiwi consumers and work needed to be done to re-establish its relevance as a contemporary, ‘modern luxury’ player.
Slamming the brakes on convention.
Jaguar has never been afraid to challenge convention. In the early days, Jaguar sponsored New Zealand’s first female racing driver Sybil Lupp. More recently, it was the first to celebrate the women’s right to drive legislation change in Saudi Arabia with Reema Juffali.
So, to bridge Jaguar’s legacy with the future of automotive, we launched She Sets The Pace; a platform that celebrated high-performing convention breaking women.
To start, we used the platform to dispel gender stereotypes in automotive, highlighting three female trailblazers that were smashing it on the track.
PHASE ONE
Jaguar conducted new research to establish credibility and the ‘why’, unveiled through an initial wave of media relations.
It’s this legacy that underpins Jaguar’s latest research. Competitive motorsport has long been dominated by men, much like the rest of the automotive category, and new data shows that it’s still an issue.
– Stuff New Zealand
PHASE two
Jaguar launched a partnership with Discovery where our trailblazers taught The Project host Kanoa Lloyd skills to make it on the track.
“I don’t consider myself an awesome driver, but when you have someone like Tiffany Chittenden next to you, you can’t help but go further and faster. I trusted her incredible skills which made me trust myself”
– Discovery / Newshub
PHASE three
Jaguar announced an ongoing commitment: She Sets The Pace grants, aimed to support convention breaking women in Aotearoa.
A bold move from motoring company Jaguar looks to put its money where its mouth is, investing in changemakers and challenging the status quo.
– VIVA