Submitted by 22 IMPACT

Jaguar E-Grand Prix

22 IMPACT brokered and managed Mubi's access across the 2026 Monaco E-Prix for Jaguar TCS Racing, an engagement the agency reports reached 4.2M combined social and digital impressions.

4.2M combined social and digital reach across event coverage, talent posts, and motorsport media placementscombined social and digital reach (impressions)

Case in 60 seconds

Jaguar's relaunch into an all-electric future needed cultural credibility, and the page places that need against the Monaco E-Prix, which it describes as one of the most access-restricted environments in motorsport.

The campaign appears to turn on proximity carrying meaning that reach cannot buy, because a guest photographed on the grid and in the garage reads as admitted to the sport rather than as covering it from outside.

Place the talent at the centre of a restricted environment rather than around it, so that Jaguar TCS Racing's partnership with Mubi is evidenced by access itself instead of by the volume of content produced.

22 IMPACT secured Mubi's presence on the Circuit de Monaco starting grid, in the Jaguar garage, on the team's yacht and at the Maybourne Riviera Hotel, with a drivers' roundtable, a passenger lap and trackside photography running as organic social with brand tags.

22 IMPACT reports 4.2M combined social and digital reach across event coverage, talent posts, and motorsport media placements, with no breakdown given between those three sources.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Motorsport hospitality is tightly policed and visibly so, which means a brand partner appearing inside it signals something a media buy cannot, while the same partner appearing just outside it signals the opposite.
An automotive relaunch into an all-electric future has to establish cultural standing alongside engineering standing, and the page identifies cultural credibility as the specific gap this engagement was meant to close.
Jaguar TCS Racing supplied the access rather than the message, with the grid, garage, yacht and hotel functioning as what the brand had to offer a partner whose own audience carried the cultural reading.
Based on the available evidence, the campaign appears to assume audiences read location as proof, so a photograph taken on the starting grid does argumentative work that a caption about partnership does not.

Creative & Execution System

Assets & channels

  • Digital
  • Paid
  • Social

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Mubi — creator

Results & Evidence

MetricValueResult type
combined social and digital reach (impressions)4.2M combined social and digital reach across event coverage, talent posts, and motorsport media placementsimpressions

Why 22 IMPACT's strategy worked

  1. 1

    Access can function as the creative idea rather than as production support, because content made inside a restricted environment carries an endorsement that identical content made outside the barrier cannot claim.

  2. 2

    A partner brought in for cultural credibility works best when the touchpoints are sequenced across a venue, since the grid, the garage, the yacht and the hotel together read as sustained inclusion rather than a single arranged appearance.

  3. 3

    Organic social with brand tags suits a proximity-led engagement, because the informality of the format supports the claim that the guest was present rather than placed.

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