Jaguar| Operation XEL Night Hunt

Since the launch of Jaguar's domestic model XEL at the end of 2017, it has entered a golden period of sales. The brand hopes to expand the brand's publicity volume and enhance the offline experience of the product through a special test drive event, thereby attracting the attention of the target audience to the product and enhancing the satisfaction of intended customers with the product. Through market analysis, electro-acoustic marketing concluded that XEL's target audience is young people who prefer nightlife. Young elements such as electronic music, street dance, and parties can attract the attention and participation of the target audience. In response to the needs of the target audience, the Jaguar XEL Night Hunt planned by electro-acoustic marketing combines cool parties and unique night driving to gather young "night leopards" in the city to the Jaguar XEL Hunting Range to experience the unique "leopard power aesthetics" night test drive activity.

Jaguar XEL Night Hunt has the theme of "Night Hunting", calling on urban night owls to transform into "night leopards" and come to XEL's night test drive party. Electro-acoustic marketing uses a game mechanism to connect the entire performance, interaction and test drive area.

The entire event site has been set up as a hunting ground. Experiences can change into hunter equipment and painted tattoos to change up. They can also participate in interactive sessions related to the theme of "hunter" such as VR shooting and learning leopard dance. XEL is transformed into a hunter's exclusive car. Experiencers can drive XEL to complete a fun test drive of the "Leopard Chasing Journey" and use XEL's driving trajectory to draw personalized light and shadow patterns.

This Jaguar XEL Night Hunt created by BRANDMAX marketing successfully attracted more target audiences, and the on-site experiencers were deeply impressed by XEL's young, fashionable and unique brand style. This event surprised the experimenters due to its fashionable, young and cool interactive form. The novel and unique night test drive model was also well received by the media, which stimulated extensive spontaneous communication by participants, thus attracting more people to pay attention to Jaguar XEL, bringing more sales opportunities and effectively enhancing the influence of the Jaguar XEL brand.

Stage performances combining hip-hop, electronic music and other trendy elements were also included at the event site. The host randomly selected the experiencers to go on stage for dance interactions, and released the "Leopard Girl" and "Leopard Queen" to issue direct cards to the XEL test drive area. The interactive link was carried out through the task mechanism to connect in series and effectively divert. In order to cooperate with this "Night Hunt", the display design and experience interaction at the event site follow the theme of "Hunter", highlighting Jaguar's brand style.