Case Study: A Six-Week Campaign to Build Show Excitement

The Challenge

In early October, Wayne Scott, media controller and press officer for the Jaguar Enthusiasts’ Club, reached out after receiving one of my promotional cartoons that I’d sent to around fifty different car clubs ahead of the NEC Classic Car Show. Wayne loved the concept and saw its potential for something much bigger.

The JEC needed to build excitement for their NEC stand over six weeks, featuring six special cars that had appeared in their magazine over the past 12 months as part of the show’s ‘Hall of Fame’ theme. The challenge was to create a coordinated campaign that would maintain audience engagement week after week, with each cartoon serving as a weekly ‘unveiling’ for social media and email newsletters.

Client: Wayne Scott, Jaguar Enthusiasts’ Club
Project: Six-cartoon weekly announcement campaign
Timeline: One month to complete all six cartoons
Cars Featured: Jaguar XJS, C-type, XK120, XJ6, XJR-15, XKR
Deliverable: High-resolution digital cartoons for weekly social media rollout

The Creative Solution

Building on Wayne’s enthusiasm for the original concept, I developed a series of six cartoons, each featuring one of the actual cars that would appear on their NEC stand. Using photographs Wayne provided of the real vehicles, plus reference images of previous JEC stands, I created a consistent exhibition stand background that immediately identified each cartoon as part of the campaign.

To add extra interest and encourage engagement, I included various motorsport personalities in the background crowds as ‘Easter eggs’ that enthusiasts would recognize and enjoy spotting.

Each cartoon showcased a different classic Jaguar in the spotlight position, maintaining visual consistency while celebrating the unique character of each Hall of Fame vehicle.

Why This Project Worked

Scalable Concept: Turned single cartoon idea into comprehensive campaign
Package Pricing: Offered significant value incentive for multi-cartoon commission
Consistent Branding: Each cartoon clearly identified with JEC while featuring different cars
Authentic Details: Used photos of actual cars rather than generic models
Hidden Engagement: Motorsport personalities provided “easter eggs” for enthusiasts to discover
Strategic Timing: One-month turnaround allowed structured weekly release schedule
Flexible Usage: High-resolution files suitable for multiple marketing applications

This project demonstrates how a single promotional cartoon can evolve into a comprehensive marketing campaign, providing sustained value and audience engagement over an extended period.