Jaguar Land Rover Launches Defender as a Standalone Brand Through Immersive Rugby World Cup Campaign

Leveraging JLR’s deep-rooted heritage in rugby, “Embrace the Impossible” was designed to establish Defender as a standalone brand during the Rugby World Cup 2023. A 360 global campaign that told real stories of trailblazing rugby figures who embody Defender‘s values. From an exclusive launch at the Palais de Tokyo to immersive experiences across host cities, the campaign connected with global audiences in a meaningful way, far surpassing expectations and driving a significant boost in brand awareness, affinity, and consideration for Defender.

An Ambitious Goal

In the competitive arena of global sports sponsorship, JLR set out to achieve something that was anything but ordinary during the Rugby World Cup 2023. This wasn’t just another sponsorship for the British automotive giant, it was the moment Defender, an iconic name under the JLR umbrella, broke free to establish itself as a modern luxury standalone brand on the world stage. A big ambition measured by significant increases in global awareness and brand understanding, with an eye on building future sales particularly among younger and more diverse audiences.

'Embrace the Impossible' - A Campaign Rooted in Resilience

To meet these ambitious goals set by JLR, Havas Play in the UK and France worked together to develop “Embrace the Impossible,” a global campaign that celebrated individuals who embody the very essence of Defender. At the heart of the campaign were stories of rugby trailblazers who personify Defender’s values—determination, resilience, and immense human spirit. These trailblazers included figures like Ryuichi, a 90-year-old Japanese rugby player, and Cyril, the founder of France’s first LGBTQ+ friendly rugby club. These remarkable individuals were at the front and center of the campaign, from idents and print ads to the hallowed turf, and were even immortalized in statue form.

Immersive Experiences on and off the Pitch

“Embrace the Impossible” wasn’t confined to a single platform or moment—it was a 360-degree experience. The campaign launched with an event at the Palais de Tokyo in Paris that brought together trailblazers from the worlds of rugby, fashion, film, and music. The evening was headlined by British actor and rapper Kano, setting the tone for what would be a campaign unlike any other.

On the pitch, the campaign took center stage with 96 ‘Defenders of Tomorrow’—youthful rugby players from across the world—making their mark in France. Off the pitch, the campaign’s reach extended through a custom-made Trophy Display Car that toured the UK and France, and in the Rugby Village in Paris, where a mini-Defender experience delighted children on the wheelchair rugby pitch.

Defender’s presence was also felt in host cities through experiential hotspots like the Defender House and exclusive in-stadium hospitality experiences.

Staggering Results

The impact of “Embrace the Impossible” was nothing short of remarkable. The campaign drove substantial increases in brand awareness, brand affinity, and consideration while also sparking greater interest and engagement from audiences globally.

The campaign’s reach was equally impressive, generating 64 million PR ‘opportunities to see’ and amassing 568 million impressions on owned social channels. On TikTok, a key platform for younger audiences, Defender’s following exploded with over 82,700 new followers, smashing the initial target of 30,000.

A Legacy Beyond the Tournament

The success of “Embrace the Impossible” has not only cemented Defender’s place as a standalone brand but also laid a strong foundation for future growth. By aligning Defender with the spirit of rugby and the unstoppable human drive to overcome the impossible, JLR has successfully launched Defender into a new era. The Rugby World Cup 2023 was more than a tournament; it was the stage where Defender redefined itself, capturing the hearts and minds of a global audience.

We successfully created a meaningful connection between Defender and a younger audience by tapping into their passions during one of the biggest sporting events in the world. We ensured that Defender was not just visible but also experienced in a way that resonated deeply with this target audience. This was a campaign that lived on and off the pitch, reaching audiences in multiple, meaningful ways.

Kimberley Broadbent

Managing Partner, Havas Play