Tonic Agency got in touch looking for support with the ideation and roll-out of a recruitment campaign for JLR, once known as Jaguar Land Rover.

JLR wanted to recruit more maintenance technicians across two of its sites. My job? Ideation, scripts and ads.

(Side note: The thumbnail on this case study was not part of our project.)

Tonic had taken care of extensive research, including interviews with our target audience: Maintenance technicians.

This research uncovered insights that became the golden nuggets of this campaign. They let us position JLR's roles in a different light to automotive brands hiring from the same candidate pool.

The campaign idea: Nothing Moves Without You

We focused on the connection between maintenance techs and the end product – the fancy cars you see on the road, the adventures, the prestige.

I worked with Art Director Sophie Scott on the concept idea. Once we got the go-ahead, I worked on storyboarding videos, scripts (for the hero video, social videos and radio) as well as ads across Meta, LinkedIn and Google.

Lines that ran through the campaign emphasised how everything in the sequence comes back to the maintenance technician:

• Before the wheel turns, there's you
• Before the engine hums, there's you
• Before the dashboard awakens, there's you
• Before the journey begins, there's you

The Tonic partnership

I work with agencies often, whether that's through retainers, project contracts, or on an ad-hoc basis.

For this particular project, the agency brought me in for three days a week over a set period (of around eight weeks) and I worked to a day rate. I basically got stuck in as an extension of the Tonic team, joining their Teams calls and Basecamp.

If you're an agency who needs an extra pair of hands, or a brand needing some campaign support, give me a shout.

Send me a brief or email amy@thecopyhouse.uk.