Jaguar Racing’s coming home: The London Eprix

Jaguar Racing tasked our digital experts with developing innovative social coverage of the team’s first home race in Formula E, the 2021 London E-Prix.

The challenge was to engage fans through creative content and strategic storytelling via social media distribution and management.

Mitch Evans Jaguar Racing

What we did

We planned and executed a comprehensive 7-day digital campaign, which aimed to capture the online attention of Formula E fans, as well as wider motorsport and lifestyle audiences. The campaign centred on the distribution of bespoke, blockbuster hero content – created in conjunction with Aurora Media Worldwide, alongside unique artwork shared across all platforms, including Jaguar’s new Tik Tok channel.

The theme for the week was ‘Modern British’, an ownable mood that encapsulated all that Britain and Jaguar Racing stands for. Our work pushed the boundaries, remaining playful and engaging. The message was a simple one: Jaguar Racing is coming home to London, which acted as a rallying call to fans, employees and partners.

The results

Jaguar Racing’s social channels saw a rise in all social media KPIs, landing a substantial increase in followers, video views, engagements and impressions when compared to the preceding NYC E-Prix. The campaign won the 2020/2021 Formula E Social Media Activation Award.


Increase in followers


Increase in video views


Award win


Hero pieces of content


Increase in impressions


Increase in engagements