Jaguar approached The Urban List to help launch their E-PACE model to Australian millennials in the most culturally relevant way. The brand needed to generate as much social noise as possible to break down the barrier of Jaguar’s perception as being inaccessible. Our key insight was that 80% of our audience say they are likely to know their desired next car before arriving at the dealership. The Strategy was to tap into the passion points of Australian millennials. This way we could harness the power of social media to inject Jaguar onto their consideration set. We created an E-PACE bot, designed to create a direct line of conversation between Jaguar and our audience. The bot hosted a scavenger hunt in Melbourne and Sydney for one weekend only. In the lead up, users were interacting with the bot for their chance to play. The campaign was also supported with a video content series and targeted display campaign. For this project, I collaborated on strategy, development of the bot and led the design roll out.