Three years in the making, the world’s biggest Jaguar Land Rover Experience facility opened in the heart of Johannesburg’s northern suburbs this week.
What was once a rustic venue in the middle of a 14-hectare Lonehill veld is now a state-of-the-art lifestyle destination where families can visit and enjoy various experiences. A wide variety of activities for any age group are designed to showcase the range of Jaguar and Land Rover vehicles, as well as the lifestyles that go along with them.
The reception area of the Welcome Centre is divided into two separate brand display zones, for Jaguar and Land Rover respectively, with technology showcases and branded goods ranges. The highlight of the facility, however, is that any cars in the ranges can be trialed on a variety of test tracks through a selection of Experience drives.
The property is home to the Kingsley Holgate Expedition Trail: 3km of off-road tracks named in honour of the long-time global ambassador of the Land Rover brand. At an Adventure Park adjacent to the main building, a series of tailor-made obstacles are designed to put off-road vehicles to the test in view of other visitors.
A 70-metre diameter skidpan, or Dynamic Steering Circle, with central irrigation is on site for low-traction handling exercises, while a 185-metre long and 30-metre wide Dynamic Handling Platform will allow drivers to stretch the legs of various vehicles at higher speeds. All driving courses are hosted by Jaguar Land Rover’s team of instructors.
TLC on the Track restaurant, on the main building’s upper level, is open to the public for walk-ins from 8am to 5pm, seven days a week. TLC specialises in South African-inspired dishes for breakfast and lunch, with a vast menu catering for all tastes.
Kids are catered for with free activities, including a miniature “Growler” racetrack where tiny electric Jaguar F-TYPEs can be raced around by children up to age 5. Kids aged 3-12 can also gain off-roading skills at the wheels of quarter-scale electric Land Rover Defenders on a purpose-built off-road track. These activities, along with a jungle gym and remote-controlled miniature Defenders, fall under the watch of permanent child minders.
At a pair of Personalisation Studios – one for Jaguar and one for Land Rover – visitors can build digital versions of cars via large touchscreens, with a wide selection of colour and material swatches, which are digitally realised in full colour displays.
Experience Johannesburg is also available for product launches, events, conferences, casual meetings or team-building days. A 52-seat cinema room can be used, along with a selection of conference rooms and private boardrooms with seating for between eight and 50 guests.
TikTok looks for SA talent
The fast-rising short-video platform has launched a #PickMe campaign to discover local stars.
TikTok, which claims to be the world’s leading destination for short-form videos, launches its first PickMe campaign, an effort to discover creative talents and provide a stage to express themselves in South Africa. Starting March 1, TikTok kicked off a month-long search through participants’ 15-second videos under hashtag #PickMe.
TikTok says it is committed to investing in South Africa and discovering the local talents. The PickMe campaign is supported by its local partners like Huawei, MTV Base and Digify Africa.
Local stars, including comedian and singer Lasizwe and singer Nadia Jaftha, have joined the campaign and called for users to show their talents on TikTok.
There are 5 categories of video shooting in the campaign, namely dance, acting, comedy, singing and cosmetics. Participants need to shoot a 15-second video using TikTok using #PickMe and tag @tiktok_africa to participate in the challenge. The finalists will be selected based on their video performance. The most popular and talented participants will have the chance to win prizes like Huawei Mate 20 Pro smartphones, a day at MTV Base, and a once-off-presenter opportunity and attendance at an intensive video production workshop delivered by Digify Africa.
“TikTok has definitely evolved into something that everyone loves and uses. It’s given creators a space to create more unique content and also help the creator gain a whole new kind of fan base, ” says Preven Reddy, Imbewu The Seed TV-star and Megazone radio host who is also a TikTok user.
Says TikTok video creator Mihlali Nxanga: “As a young South African working towards being in the entertainment industry, TikTok has given me the platform to grow my following tremendously. Within 6 months, my fan base has grown by a whopping 90 000, and not only from South Africa, but the whole world. For me, TikTok is not just a content platform, it is a global community.”
The campaign will wrap up on March 31. The list of the finalist will be announced in the app and on official Instagram @tiktok_southafrica. For more information, please visit the TikTok app.
Rugby fan experience transformed by digital platform
The South African Rugby Federation has embraced digitalisation as a key enabler of its strategic aspirations. It has worked with Accenture to transform fan engagement for Springbok supporters with the launch of a digital fan platform.
“Digital technology and social media have transformed how modern fans watch, support and engage with their favourite teams,” says SA Rugby CEO Jurie Roux. “To maintain our relevance amid this new market dynamic, and grow our fan base, we’ve acknowledged the vital need to digitally transform our organisation.”
Wayne Hull, managing director for Accenture Digital in Africa, says: “SA Rugby’s ambition to pivot to a more fan-centric strategy requires digital design, content, platforms and insights because modern consumers, including loyal Springbok supporters, engage predominantly via mobile digital channels and expect hyper-personalised experiences.”
Accenture Digital’s development process started with quantitative and qualitative research, which informed the user experience (UX) design guidelines and content strategy for the digital fan engagement platform.
“To know what fans want, we needed to understand the fans themselves,” says Hull. “The Accenture Digital team mined the research data and identified multiple fan ‘personas’, which all have different content consumption, platform functionality and engagement preferences.”
The platform development team focused on three critical elements to meet these requirements – the customer experience (CX), the engagement engine and cloud-based deployment.
“To deliver a memorable and engaging CX, Accenture Digital leveraged leading digital experience software,” says Hull. “The result is a fully integrated and responsive platform that creates seamless, personalised digital fan experiences across SA Rugby’s content, commerce and digital marketing initiatives in a manner that makes fans feel recognised and connected to the players and the game.”
The new platform will serve as the first point of call for any rugby fan who wants to get their data fix with exclusive statistics, analytics and insights. The platform’s content style will include more visual elements – videos and images – with more concise articles that are easier to digest, in accordance with evolving content consumption preferences on mobile screens. This will complement long-form thought leadership and insight pieces.
In addition, fans will enjoy exclusive access to player-related content, such as behind-the-scenes footage and game and training performance stats. SA Rugby will also benefit from the ability to track comments and mentions via the Sitecore analytics platform Accenture Digital implemented, to respond and engage in the conversations Springbok fans are having on social media about the game, the teams or the players.
To do this, SA Rugby required a consolidated view of the customer. However, data resided in disparate sites across ticketing providers and SA Rugby’s e-commerce and online magazine databases. This information will be consolidated into the CRM system, with multiple integration points available to leverage this data.
The CRM system’s functionality will help to reveal insights such as fan communication preferences and their likes and dislikes, which will place hyper-relevance at the core of SA Rugby’s fan experience and engagement strategy.
The final element in the platform development was cloud deployment, which allows fans to access the platform from any device that has an internet connection. The platform is hosted within the Microsoft Azure environment, which is stable, secure and fully redundant. It gives SA Rugby the flexibility to manage the platform themselves, with the option to integrate or scale additional functionality down the line.
Based on the outcome, Hull believes that Accenture Digital has successfully reimagined, built and delivered a world-class, modern and mobile-friendly digital fan platform that creates a fun, immersive and engaging experience for fans.
“It’s a major step towards helping SA Rugby realise its ambition to become a fan-centric, forward-looking and nimble organisation, and we look forward to building and developing the platform further with the team as their digital fan engagement requirements evolve,” says Hull