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16 June 2014


To celebrate the excitement of the 2014 Football World Cup in Brazil, Jaguar partnered with football great and brand ambassador José Mourinho for an exciting Pan-European Social Media campaign "The Mourinho Challenge". Over 5,500 fans who believed they could take on contenders across Europe predicted the winners and losers in Brazil’s World Cup for a chance to win a three-month F-TYPE Coupé experience!

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.”