Drive the Story: A Defender-worthy digital experience
Learning and Development
Jaguar Land Rover South Africa was gearing up for the launch of the new Land Rover Defender. The Defender is an undeniable icon, and to rebirth a legacy would never be easy. JLRSA had to communicate the stunning capability of the vehicle to a sceptical market, while honouring its esteemed heritage. They had eight weeks to gear their diverse dealership sales teams, across Sub-Saharan Africa, with the know-how, confidence and enormous energy needed to take on the vital challenge unique to members of #TeamDefender: To enable adventure!
Drive the Story. An eight-week digital adventure to Defender mastery! Implementing a novel, fully digital approach, JLRSA trailblazed a new way to learn, globally. Drive the Story — a progressive web app — was the vehicle of choice to match the Defender’s own digital capability. Drive the Story invited #TeamDefender on a personalised pitstop journey of preparation. The solve transformed ho-hum sales prep into a gamified, social, interactive digital experience.
This is next level learning
Strategic in its concerns, tactical in its storytelling and oh-so-human in its communication, Drive the Story did all it had to, and then made it fun. Personal Journeys encouraged self-led learning and Team Journeys mimicked IRL drive challenges, with a digital twist. Activities fed into an lively news feed and a hypercompetitive leaderboard, fuelling teamwork across dealerships. Drive the Story set the groundwork for the growth of a legend, informed by but unchained by the past.
Flex, don’t fume
The Defender launched at a tricky time. Covid-19 made the originally proposed in-person VIP drive experience impossible. A disappointment but not a derail. Plan B was no compromise, as we pushed what was possible and proved the potential of the immersive online learning experience.
Iconic! We achieved a 92% completion rate on a self-paced digital learning programme, which is almost unheard of. Engagements were active, the leaderboard was jostling and salespeople across Africa were — in their own words — ready. The JLRSA team were set to launch an evolved icon.
Dealership and HO salespeople
Engagements on #TeamDefender app
Percentage of participants who would recommend the experience
Percentage of participants personally geared to sell the Defender!