The campaign was based on a Jaguar voting App, and it engaged fans online and via mobile to test their football prowess and strategy. A suite of content pieces featuring José Mourinho were gradually released on Jaguar’s European social channels to promote the campaign and encourage participation.
Jaguar Marketing & Communications Manager Europe Katrin Illig said:“The Mourinho Challenge brought Jaguar and the World Cup together in a way that was credible and positive and tapped into the passion football fans had for their teams. Having José Mourinho, an acknowledged expert in game strategy and winning, as our spokesperson gave Jaguar great relevance during the 2014 Football World Cup where conversations around the games largely took place online through social media.
Our main objective was to drive new prospects to Jaguar‘s owned digital and social channels to boost engagement and growth and with a reach of over 18 million and fan growth of 17% across Europe the results speak for themselves.”
Watch the campaign videos here
Watch the Behind the scenes video here