We made people into action movie stars to kick start pre-orders for the Jaguar XE and F-PACE.

Our challenge was to break into the hugely competitive compact luxury sports sedan market. Facing the prospect of competing with the likes of the legendary 3 Series and attracting a significantly younger target audience, used to living in a fragmented, always-on world, this meant rethinking how you launch a car.

We created a six-month, multi-city tour that blurred the lines between a ride and drive and a social activation, and made people the star of their very own shareable action movie. To drive awareness and RSVPs, we used a combination highly targeted paid social and a team of eight influencers, who also helped us generate a wealth of invaluable assets. It all started with a launch video and combination of social teasers.

We created a provocative launch video that set the stage for the experience and dared people to sign up for it.

Before autocrossing the XE, people were invited to star in seven quick cut scenes, like reacting to explosions and making a getaway. These scenes were then inserted into a chase narrative and the results became someone’s very own shareable, two-minute action movie.

After completing the Art of Performance Tour, people’s mini action movies were delivered directly to their phones, so they could easily share them with friends via Instagram, Facebook and Twitter.

The Art of Performance Tour successfully generated social buzz and, ultimately, countless pre-order reservations for the Jaguar XE and F-PACE.