JAGUAR RACING

Formula E Racing Experience

Challenge
So you want to show off Jaguar’s electric capabilities at Formula e-Prix racing circuits. How do you create a race-side showcase experience which stands out from the crowd? One that shows off the brand and engages a whole new audience, e-Prix enthusiasts, to the Jaguar brand? That was the challenge set to the tba team by Jaguar’s race team bosses.

Bright Idea
We designed two race-day ready sea containers, with smart hydraulics and electrics allowing the sides to be removed on site to reveal a suite of attractions.

Exhibits included the Jaguar I-TYPE Formula E race car and the Jaguar iPace concept, the marque’s first all-electric sports car. Digital totems and screens showcased the display vehicles, while augmented reality allowed guests to explore the I-TYPE, effectively unpacking the vehicle to see how Jaguar Electrifies on the track. Quickfire interviews with the Panasonic Jaguar Racing team’s drivers added to the race fan hysteria. A dozen other small touches helped tell the story of Jaguar’s involvement in Formula E, its race-track heritage, and the brand’s translation of electric technologies to the production road car.

Results
Now in our third season of activation for Jaguar Racing at Formula E we have created a highly visible, utterly distinctive and hugely popular Jaguar experience that is a show piece in the eVillage - an engaging and ever evolving experience ever present in the Formula E Season.

We have also produced the season launch events for past seasons, including the reveal for the new Jaguar I-TYPE II at the Design Museum.