Jaguar’s sponsorship of the hit television show Grand Designs New Zealand was brilliant at driving awareness, but the trick to luxury automotive is to ensure prospective customers truly experience the brand.  

So we turned a television sponsorship into a nationwide experiential activation through the creation of
The Jaguar Design Drives, offering customers and viewers the opportunity to experience both the featured vehicles and the featured homes.

For the first time in its history, producers of the show threw open the doors to showcase the country’s most magnificent homes as Jaguar took guests behind the scenes to experience the innovation in design and architecture, guided by the show's new host, Tom Webster.

The partnership generated headlines from leading titles such as Stuff, Remix and Denizen - but crucially, made a direct impact on sales and conversion with 70 highly curated attendees getting behind the wheel of the Jaguar I-PACE and Jaguar F-PACE.

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