Jaguar Land Rover: The Evoque button – Triggering a reaction

Jaguar Land Rover, an automotive brand, increased test-drives of its Range Rover Evoque model in the UK by replicating its start/stop button in an email, allowing consumers to book in one click.

Campaign details

Brand: Jaguar Land RoverLead agency: Edit and Spark44

Campaign Overview

JLR was on a mission: to get tech-savvy but time-poor people behind the wheel of the new Range Rover Evoque.

Strategy

Edit decided to re-imagine the test-drive booking process, making it as simple as pushing a button.

Two groups were identified: first, via machine learning, previous owners likely to upgrade in the 10 months following the campaign.

Second, Land Rover owners who might also like an Evoque, found by putting five years of data into a custom predictive model.

An audience that could buy the...

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