Masters of Marketing 2016: Jaguar wins ‘Steve Wozniak Award’

Jaguar’s ‘Feel Wimbledon’ biometric data campaign was picked by the Apple co-founder to win the Tech Excellence award.

Jaguar Wimbledon

Jaguar’s Feel Wimbledon campaign won the ‘Steve Wozniak Award for Tech Excellence’ at the Festival of Marketing.

The campaign, entered by Mindshare, was part of Jaguar’s sponsorship of the iconic tennis tournament and used biometric sensors handed out at games to analyse the mood of fans courtside.

Robert Herd, head of communications at Jaguar Land Rover UK, says: “This win is a direct result of the great working relationship Jaguar Land Rover has with Mindshare and our ability to align strategies with the client’s drive for performance, innovation and technology. The Feel Wimbledon campaign was a perfect example of this fusion.”

The winner of the award was specifically chosen by Apple co-founder Wozniak, who was impressed by Jaguar and Mindshare’s use of biometric data.

“The Masters of Marketing is all about being the best of the best. Because the awards are part of the Festival, we ask our most high profile speakers to help us award true mastery. We asked Steve Wozniak to pick the entry from our winners that best showed excellent use of technology,” says Ruth Mortimer, director of the Festival of Marketing.

“We were thrilled that the Jaguar Land Rover and Mindshare campaign using biometric data won the award given Wozniak’s iconic status.”

During his headline speech at this year’s Festival of Marketing, Apple legend Wozniak claimed the world’s best brands must be ‘built on product and not advertising’.

Jaguar was one of a number of winners at this year’s Masters of Marketing awards alongside Pret, which won Brand of the Year, and Virgin Media marketer Kerris Bright who won Marketer of the Year.

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