JLR – Owing the Luxury Space

Approach

COVID-19 meant Australian borders were shut for two years, severely impacting import and distribution of new cars. That also meant that we were limited in the number of cars and activations we could do.

Working in close partnership with Dentsu X media team, we created a tailored yearly approach that included bespoke stories, luxury experience events to drive product awareness through editorial and social content.

During 2021, Dentsu team worked in a series of bespoke pitches, targeting luxury and lifestyle media, generating the desired coverage. We also engaged influencers and celebrities to participate at events and brand experiences, creating inspiring social content, that was then boosted to the targeted audience.