Gareth B Jenkins Gareth B Jenkins Content Strategist | Copywriter | Scriptwriter


The Brief
In April 2020, James Bond was scheduled to return to cinemas for his 25th instalment, No Time to Die. Both Jaguar and Land Rover vehicles play a role in the film, with three new Defenders, one Land Rover Discovery, two Range Rover Sports, a Jaguar I-PACE and a Jaguar XF among the many vehicles in the film.

Jaguar Land Rover (JLR) sort to celebrate the continued partnership of two of Britain’s most iconic brands by producing content for its consumer websites.

The Response
Working with two freelance UX architects and our in-house designer, we produced a content and UX proposal for the client. 

Understanding the restrictions our client was currently facing, we produced two routes – bronze and silver; with silver requiring more design and copywriting time but with the goal of this increased effort providing better results through more unique content aimed at delivering increased engagement. 

Working within those requirements, our proposal sort to:

For the client presentation, we provided specific objectives for both Jaguar and Land Rover. 

The Jaguar No Time To Die content was intended to:

  • Increase Jaguar brand awareness and desirability through a connection with No Time To Die
  • Promote the Bond campaign on Jaguar.com to boost awareness and desirability figures
  • Increase traffic to Book A Test Drive/Download a Brochure
  • Use the copy line: As Seen in No Time to Die

The Landrover.com No Time To Die content was intended to:

  • Increase Land Rover brand awareness and desirability through a connection with No Time To Die
  • Promote the Bond campaign on Landrover.com to boost awareness and desirability
  • Increase traffic to Build Your Own/Book A Test Drive particularly for Land Rover Defender
  • Hero Land Rover Defender and demonstrate the vehicle’s capability through its use in the movie
  • Highlight Range Rover Sport SVR
  • Use the copy line: As Seen in No Time to Die
  • Use the copy line: Tested By Experts
  • Use the copy line: Capable of Great Things (for Defender)

For each route, we provided the client with the pros and cons of that option.

BRONZE

  • Looks and feels similar to standard pages
  • Limited ability for longform storytelling due to component character counts
  • Pages can seem disjoined if assets and components don’t flow cohesively
  • Reliant on assets to populate each component

GOLD (visual below)

  • Feels distinctly different to standards page
  • Offers a more immersive, editorial experience
  • Offers more engaging storytelling
  • Can work with limited assets 

The Content
Both Jaguar and Land Rover clients opted for the Bronze route and used their in-house copywriters to produce the copy. The visuals also moved away from film stills to those of the client's vehicles.

Following the delayed release of No Time to Die, the content was removed from the website. An updated version will be published in 2021.