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DRIVE THE STORY

A Defender-worthy digital experience

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!

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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.

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 a lively news feed and a hypercompetitive leaderboard, fuelling teamwork across dealerships.

 

Drive the Story set the groundwork for the growth of a legend, informed but unchained by the past.

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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.

OUR IMPACT

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

7 648

Engagements on
#TeamDefender app

94

Percentage of participants
who would recommend
the experience

96

Percentage of participants
personally geared to sell the Defender!

BUT DON'T TAKE OUR WORD FOR IT

TPA has forever transformed the way in which we launch new products and training in Jaguar Land Rover.

 

When compared to other markets you can see that we are streets ahead of anything anyone else is even thinking about, let alone already delivered. When I look at the digital solve and progressive transformation we have created in Jaguar Land Rover South Africa by making training accessible, competitive and fun, it’s very clear that this app has given us an unrivalled competitive edge, not just in the industry but in our own brand.”

Tanya Ramlagan

Head of Human Resources and Training

Jaguar Land Rover, South Africa and Sub-Sahara Africa

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