To more than double data capture at Goodwood Festival of Speed by increasing engagement of visitors with Jaguar Land Rover.
Simple data strategies don't work in a post-GDPR world. Jaguar Land Rover required a way to enthuse motorists to share their personal details and that meant reframing comms as a clear value exchange.
Insight showed 40-somethings' car brand love starts with playing Top Trumps as a child. Jaguar Land Rover and Spark44 resolved to resurface this youthful passion at Goodwood to maximise engagement. The key was to entertain them while they got fed up queueing at the event. And the answer was recreating Top Trumps as a downloadable game to counteract the boredom.
The world's first digital car Top Trumps gaming app, Jaguar Land Rover Top Trumps, was created. The app captured data, showcased the brand's range, gave people the chance to book a test drive or find out more about a car, and offered prizes including a desirable, limited-edition physical pack available at the stand.