The Brief.
- Highlight how Jaguar Land Rover is addressing all aspects of autonomy.
- Highlight the work being done by the Human Machine Interface team and psychologists into building trust of the technology.
- Generate awareness of JLR’s safe autonomous technology across multiple channels and audiences.
The Response.
Insight
- Autonomous driving is quickly becoming a reality within the motoring world. However, many do not trust the technology and are cautious around the idea of a car not having a human driver.
- As many as 67% worry about situations such as crossing the road – has the autonomous car seen me? Will it stop driving if I cross the road?
Creative
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Place human-like “eye pods” on the front of an autonomous car and create a short video to illustrate how trust changes if autonomous cars could communicate with humans through ‘eye’ contact.
Content
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A hero video showing the interaction between an autonomous car with eye pods and a passer-by, who is attempting to cross a road. The video shows how a car might one day interact with pedestrians, locking eyes with them and making them feel more at ease
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The video content was supported with eye-catching imagery and a press release for media
The Results.
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The campaign generated over 230 pieces of national, tech and automotive coverage including standout hits on BBC News and Sky News.
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The video and imagery were shared and amplified across social channels, generating over 15,000 shares.
- 231 Pieces of coverage
- 6.05m Estimated coverage views
- 15.2k social shares
- 7k+ video views
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