JAGUAR LAND ROVER

Drive the Story: A Defender-worthy digital experience

Scroll

Project Scope

Digital

Learning and Development

Change Management

THE PERFORMANCE CHALLENGE

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!

THE SOLVE

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.

landrover-app
landrover-my-journey
Defender-sales-programme

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.

defender-sales
defender-sales-team
Landrover-defender-sales
landrover-defender-sales-prep
Landrover-sales

THE RESULTS

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.

228

Dealership and HO salespeople

6

Countries

7648

Engagements on #TeamDefender app

94

Percentage of participants who would recommend the experience

96

Percentage of participants personally geared to sell the Defender!

AND ALL THIS IN
60 DAYS

Interested in a customised digital performance experience? Contact us.

MORE CASE STUDIES

EDGARS

CXPRESS: The Xpress train to a Customer Xperience revolution

TRANSNET

Blueprinting future ethical leaders of Transnet