PRWeek UK Awards Winners 2020: Marketing Communications: Automotive and Transport

'Girls can be engineers too', by W for Jaguar Land Rover, inspired a generation of primary school girls to consider a career in engineering.

Jaguar Land Rover briefed W to produce a trade campaign to celebrate International Women in Engineering Day (INWED), but the UK’s paltry proportion of female engineers offered little to celebrate.

In fact, at 15 per cent, the UK has the lowest level of women in engineering across Europe, and just 20 per cent of physics A-level students are girls. 

The problem is simple: engineering is still seen by many – including parents, educators and children – as a ‘job for boys’.

Rather than produce a campaign showing JLR engineers at work, W and JLR decided to inspire female engineers of the future by visiting a primary school. Four young children were shown a Range Rover Sport SVR and given a simple task: draw the person who you think helped to engineer the car. All four children drew ‘old men’. 

They discovered that Charlotte, the young woman who had set the task, was in fact the lead innovation engineer on the car they were shown.

The experiment – and their disbelief that a young woman like Charlotte could help to build a car – was captured for a short film. 

The subsequent ‘heartwarming’ b2b campaign achieved much more than just trade coverage, earning time on BBC Breakfast, Sky Sunrise and Bloomberg.

It also yielded 55,000 views and 480 likes on JLR’s LinkedIn page, and 2,385 views of the video on JLR’s Twitter feed, including 51 shares.

The combined reach was 20 million, with positive sentiment that positioned JLR as a leader in attracting and developing female engineering talent.

Judge's comment

A truly touching campaign that tackles a really important issue head-on. I loved how W challenged their client's brief to create something above and beyond what was asked, and that broke into the mainstream media.


Highly Commended

The World's First Contactless Car Vending Machine by Taylor Herring for Auto Trader 

Taylor Herring created the world’s first contactless car vending machine for Auto Trader to illustrate how the website does away with forecourt sales staff and requires no bartering on the price. The technology enabled consumers to tap and buy a new car, at the best price, and drive it away the same day. The campaign involved original research, future technology and centred on a unique OOH and experiential build. It delivered more than 100 pieces of media coverage and an eight per cent uplift in new car searches and ad views.

Shortlisted

Eye on the road by Golin for Garmin

FlightPlan: Charting a course into the future by Ogilvy UK for Inmarsat Aviation

JustPark and vote: free Parking on general election day by Ready10 for JustPark

Keeping long-distance love alive by Tin Man for Megabus

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