Atlantic Re:think used an interactive video platform to show how innovation in the UK is influencing trends in the United States. They did this to launch Jaguar’s first SUV in the American Market.
Publisher/Agency: Atlantic Re:think
Campaign: The British Impact
Atlantic Re:think used a first-of-its-kind interactive video platform to explore how innovation in the U.K. – across food, design, and music – is influencing trends in the States.
To launch the British car brand Jaguar’s first SUV in the American market, Atlantic Re:think used a first-of-its-kind interactive video platform to explore how innovation in the U.K. – across food, design, and music – is influencing trends in the States.
Jaguar wanted to raise awareness about the F-Pace launch, but also to illuminate the surprising ways that American culture takes cues from across the pond.
The goal was to frame the F-Pace as a car that would be right at home in the States, and frankly, make an impact on American roads.
In the preliminary research, Atlantic Re:think found many similarities between the audience that Jaguar wanted to reach and the Atlantic reader. The target is intellectual, culturally clued in, and interested in diving deeper into every story.
The choices of jazz, dining, and typeface design as topics were deliberately aligned with an audience who would appreciate culture and complexity. In order to reach that audience but also bring the brand to life, Atlantic Re:think centered on the idea of a British Invasion—not the familiar one of the 1960s, but a subtler migration of ideas.
Readers were taken on their own journey of discovery, leaving no doubt that Britain is an epicenter of cultural trends and innovation.
While the subjects covered took a literal journey through the UK and to America, readers were taken on their own journey of discovery, leaving no doubt that Britain is an epicenter of cultural trends and innovation.
Inspiring The Atlantic audience with some of today’s most exciting British-born cultural exports was a subtle yet important way of positioning the F-PACE in good company, making the vehicle’s Britishness an attribute associated with forward-thinking culture. It creatively framed Jaguar at two ends of the cultural spectrum: Both as a longtime standard-bearer and a leader of the vanguard.
Atlantic Re:think explored those cultural connections by having premiere talent and influencers in both the U.K. and the U.S. demonstrate them.
To set the context, Atlantic Re:think told stories that illustrated how British culture innovates and how American culture responds. For the audience, exploring that movement of ideas is exactly why they come to the Atlantic.
But how could the Atlantic make American consumers not only care about cultural movements on another continent but also see them as significant? Atlantic Re:think explored those cultural connections by having premiere talent and influencers in both the U.K. and the U.S. demonstrate them. They also conceived cultural commentary to deeply interest the reader in forms like image galleries, audio clips, and articles.
They leveraged talent ranging from renowned British radio host Gilles Peterson to design expert Debbie Millman and produced three short documentaries that took the viewer to London, New York, and L.A. to see firsthand how cultural trends grow. The video platform, Verse, allowed the user to click out and explore additional artifacts like articles, photo galleries, audio, and video clips.
The British Impact was filmed in London, New York, and Los Angeles in the summer of 2016, with short documentary videos at the heart of three chapters: (1) Radio host and DJ Gilles Peterson bringing together fresh faces of British Jazz, (2) acclaimed chefs Mark Hix and Dan Kluger reveal how the lost-art of cooking over wood is being elevated on both sides of the Atlantic, and (3) The Colophon Foundry, Debbie Millman and royal calligrapher Paul Antonio shed light on the unexpected impact of typography.
The videos anchored a custom destination on TheAtlantic.com, but their unique, non-linear format gave readers unmatched control in exploring nearly 40 pieces of original content.
These exclusive “artifacts,” such as a specially remixed live performance by Rye Lane Shuffle, offered readers independence and filled their hunger for understanding, giving the program special depth that might have been otherwise been cut for time.
Content distribution and promotion efforts
The British Impact was a large-scale production, including two international video shoots and numerous interviews. The program’s highly visual multimedia format, with each chapter headlined by a short documentary on the interactive video platform Verse, made it incomparable as a story and resource.
Through Verse, readers could take in the documentaries but maintain their independence, exploring other artifacts that made the story even more compelling. The program contained 39 crafted pieces of content altogether, ranging from photo galleries to interactive Q&As to lists of recommendations.
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Excerpting each video documentary for social channels proved crucial in driving readers to the experience. A longer promotion timeline for each chapter (7-8 weeks) also allowed readers to fully explore the story of each innovator and the complementary content. This flexibility in distributing the program offered a more visible impact from both an audience and brand perspective.
Part 1: The British Impact: On Music
Part 2: The British Impact: On Food
Part 3: The British Impact: On Design
Size of team involved
60 individuals were involved in the ideation, production, and execution of The British Impact.
Jaguar was the fastest-growing auto brand in the US in 2016, and the F-PACE model is now its fastest-selling model in history.
The program had considerable success, over-indexing on all engagement benchmarks
Total page views were nearly 3.5 times the average, and social actions were double the average.
Each topic excelled in particular aspects: “Food” had the most social actions, almost 5 times the average; “Music” registered a scroll depth (i.e. reader interest) 80% above index; “Design” showed the most time before scroll (2.5 times), indicating readers’ attention was held by the headlining documentary.
The program had external ripples as well, receiving widespread positive responses from top influencers in each field.
It also boosted awareness of Jaguar among both existing and prospective buyers by at least 10 times, to the brand’s own success: Jaguar was the fastest-growing auto brand in the US in 2016, and the F-PACE model is now its fastest-selling model in history.
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