Jaguar Land Rover (JLR) needs little introduction – one of the world’s largest, oldest and leading manufacturers of luxury vehicles including sports cars, executive saloons and premium SUVs. With a heritage tracing back to the 1920s, JLR has secured its place as a prestigious British brand revered for its elegant designs and dynamic performance.
As a proud partner of tennis, JLR has sponsored the Championships at Wimbledon since 2015. This high-profile sponsorship sees JLR provide courtesy vehicles for players and officials, host experiential pop-ups for fans, and leverage its affiliation with one of tennis’ most revered tournaments.
Enable Jaguar Land Rover to maximise and monetise its sponsorship investment in tennis and the Wimbledon tournament.
Our solution was ‘Ace Pace’ – a fun, engaging and social mobile app-based experience where players challenge each other to see who can deliver the best serve. Leveraging the motion sensors and gyroscope in smartphones, ‘Ace Pace’ can track, measure and award points to each player based on the accuracy of their ball toss and the speed and arc of their serve. Whilst on the face of it, it’s a simple concept, there’s a high degree of complexity built into the app – both in terms of the mathematics for calculating serve speed and accuracy but also the game mechanics themselves, where players face off in a seamlessly orchestrated tournament. Speed was of the essence too. The original version was built in a series of agile sprints in just over four weeks - a timeframe that included testing and releasing it to the App Store and Google Play. We felt like we’d played a five setter by the end, but the result was worth it.
The end result was an engaging, innovative digital experience that helped Jaguar Land Rover maximise its sponsorship of the Wimbledon Championships whilst connecting with new audiences and driving meaningful business results. We aced it!
New car sales
Former Operations Manager, JLR