Our idea was to own the emotion of Wimbledon, leveraging the insight that both Jaguar and The Championships have a unique ability to excite the senses.

Wimbledon is a thrilling and sensory experience for those lucky enough to be on Centre Court, but for the rest who rely on TV coverage it doesn’t bring the atmosphere and emotion to life.

The ‘Feel Wimbledon’ campaign captured the live biometric data of fans at The Championships. We analysed the real-time data, quantified it, visualised it and then shared it with tennis fans everywhere to give them a sense of what it feels like to be at Wimbledon, even if they couldn’t be there.

Biometric wristbands were placed on fans court-side allowing us to measure their heart rate variability, movement and audio levels and data transmitting beacons were placed inside the courts to enable us to capture varying energy levels of the crowd.

We created 487 pieces of unique mobile-ready web and social content, and 133 pieces of unique digital outdoor content, combining real-time and post-match insights from fan emotions, in a range of different formats.

For example;

- Passengers at Waterloo Station and Piccadilly Circus in London were gripped by the tension while watching outdoor screens. A live visualisation of a fan’s heart rate presented alongside Centre Court beacon data brought the match excitement to life.

- On social media we distributed live content that would show how fans’ heart thumps when Nadal serves for a match point, how they hold their collective breath at pivotal match moments, and physically react to controversial calls.

- Visitors to feelwimbledon.co.uk could see a visualisation of a tense, motionless crowd detected by our Centre Court beacons, combined with the rising heart rate of a Djokovic fan as he battled to win another Wimbledon final.

• Changing perceptions – Jaguar being perceived as an innovative brand and technologically advanced rose 23% and 24% respectively among those who engaged with the campaign.

• #FeelWimbledon – the most used hashtag of all Wimbledon partner brands, delivered a massive 65 million impressions, easily beating long-standing partners Evian and Stella with over 7,900 uses.

• Unexpected publicity – after her epic battle against Serena Williams, British No.1 Heather Watson used #FeelWimbledon to discuss her match as it became the unofficial tag for people to express their feelings about the tournament.

• Twitter Share of Voice – 27% versus other brands and a content engagement rate of 12%.

• Video content – the exclusive #FeelWimbledon content that captured the electric atmosphere amassed 1.64 million views.

• Press coverage – 230 pieces of press coverage

• Jaguar.co.uk – traffic by 11% over the campaign period.

Through a real-time and adaptive use of media we were able to bring the live heartbeat from inside Wimbledon to tennis fans, wherever they were. Spectators wore bespoke smart wristbands and we planted a network of sensors around Centre Court, Court No. 1 and The Hill to capture live biometric information. We used this data to create and distribute over 600 pieces of unique content showing how it felt to be at Wimbledon, in real time. This presented Jaguar in a new light; as a ground-breaking and innovative brand that truly exists to ‘excite the senses’.

From the first serve on Monday 29th June we streamed a total of 592 million human data points from our in-ground technology.

This live human data was analysed in relation to the live tennis, creating unique insights and stories about how people were feeling in those moments. This content was distributed through a range of paid, owned and earned media channels, in real-time, for all 13 days of the tournament.

Our communication was live and adaptive to enable us to respond to the most exciting tennis moments. We targeted the media that people use habitually, reaching them with a high frequency and keeping them engaged throughout the fortnight so they could Feel Wimbledon wherever they were.

Tapping into their mobile social media behaviour was key for optimising engagement, and digital outdoor ensured that we could reach people with impact and frequency across the fortnight, due to their routine migration patterns.

In 2015, Jaguar signed as an official partner of the Wimbledon tennis championships. Our challenge was to use this global sporting event to do something that would shift consumer perception of Jaguar from being a conventional British car to a cutting-edge, innovative brand.

In a space where we couldn’t actually sell, or get people to drive a Jaguar, we sought to prove its innovation credentials in a way true to its purpose – to ‘excite the senses’

Existing sponsors had already claimed content that could readily be owned by Jaguar - ‘Perfection’, ‘Performance’ and ‘Heritage’ – so we needed to find a relevant activation territory that we could own. And, we needed to cut through the competitive clutter in a way that would surprise tennis fans and get them talking about the brand.