At the Jaguar Land Rover Developer Challenge – a two-day hackathon event – five agencies had 48 hours to create an app that would enhance the day-to-day drive.
Did you know that on an average weekday a parent spends only 36 minutes engaging with their children?
We wanted to change that.
With no brief other than to draw on the 2,000 data points collated by Jaguar Land Rover’s new infotainment system, we started the hack-a-thon by exploring our options.
We knew we didn’t want to create another racing or off-roading experience – we wanted to make a real difference for real Jaguar Land Rover owners. So after finding a unique insight, we conceptualised an app to re-engage the family within the auto environment…
Our ambition was to turn every car journey into an adventure. Reconnecting children with their parents by putting them in control of the drive. No more dreary school runs – now every journey can be a quest for treasure, a fight for survival, or a voyage of discovery.
Our ‘Drive the Adventure’ concept challenged perceptions of the brand as a specialist-only car manufacturer, transforming the daily drive into something the whole family can look forward to. And who better to define those adventures than the children.
After a weekend fuelled by pizza and Red Bull, our competitors had become our collaborators.
As a team we’d combined strategic planning and creative thinking to find a new gap in the market and craft the right idea to fill it – an idea that worked across the entire Jaguar Land Rover brand to make a real difference to their user’s everyday experience.
A real-world solution
Intelligence informing innovation
Re-engaging the family