OVERVIEW
Jaguar TCS Racing launched an extraordinary digital campaign to celebrate the return of Formula E and driver Mitch Evans to China for the inaugural Shanghai E-Prix.
Produced by Aurora, the centrepiece was a historic video filmed at The Bund, showcasing an all-electric Jaguar I-TYPE 6 against Shanghai’s iconic skyline. This ambitious project involved closing one of Shanghai’s busiest landmarks, requiring three months of meticulous planning and coordination with Chinese authorities.
The choice of The Bund—a historic and bustling location—was symbolic, representing the fusion of modernity and tradition. Achieving permission to film in this iconic spot was a feat in of itself, as it marked only the second time in a decade that such an endeavour had been approved. The logistical challenges were immense, requiring three months of planning and constant communication with Chinese authorities, while navigating time differences and cultural nuances.
Despite strict speed limits of 30mph for the shoot, the video creatively captured the car’s dynamic performance through innovative filming techniques.


RESULTS
Leveraging Jaguar’s social channels Instagram, TikTok and YouTube and China’s unique social platforms like Weibo, Douyin, and Bilibili, the campaign amassed a massive 29million views and hundreds of thousands of engagements across all platforms, with the hashtag #JaguarAtTheBund trending in the top 15 on Weibo.
Moreover, the campaign wasn’t just confined to digital spaces. The team engaged with influential local figures like Xinzhe Channel, who provided behind-the-scenes content to further expand the reach. Additionally, the video was featured on major broadcast channels such as China Global Television Network, International Channel Shanghai, and Shanghai Media Group, ensuring a comprehensive media presence that extended beyond social media.
The campaign successfully bridged cultural and digital divides, captivating new audiences in China, solidifying Jaguar’s presence in a critical market, while engaging existing fans around the world. Setting a new standard for what can be achieved through social media in sports marketing.


