Case_jlr

JLR's challenge

Misinformation has a significant impact on the adoption of electric mobility: false news, often spread through social media and other digital platforms, creates confusion among consumers, hindering a smooth transition to more eco-friendly solutions.
JLR sought to engage younger generations in an awareness-raising project, identifying them as ideal candidates to become ambassadors of the shift toward electric mobility.

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Coop's challenge

The broader need was to strengthen the sustainability positioning with targeted communication in order to inform and engage consumers and stakeholders in the different territories, along with local communities and new targets. This also led to a request to develop environmental projects in line with the strategy.

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The activity

LifeGate interpreted the strengths and distinctive features of the Brand by outlining approach,
initiatives and communication plans necessary to establish the leadership of Coop.
Among the various activities, LifeGate has
accompanied Coop Italia on the path dedicated to the engagement strategy of its supply chain by being part of the scientific committee of "Coop for Future."
Business-to-business partnerships: the Captain Findus brand is partner in the LifeGate Plasticless project, thanks to the sponsorship of 10 of Coop's 46 Seabins plus 1 Trash Collec'Thore 1 PixieDrone.

The Role of LifeGate

LifeGate played a key role in evolving E-ducation into a multistakeholder project over the course of its three editions. Initially focused on raising awareness among young people, E-ducation gradually expanded its scope to engage different target audiences.
From the booklet Bugie! (Lies!), originally created as a resource for students and teachers, emerged a book and a podcast that debunk the most prevalent fake news not only about the electrification of mobility but also about sustainability and climate change as a whole.

The activity

The classroom activity included a 4-hour workshop designed to deepen students' understanding of the transition to electric mobility and smart cities, providing them with the tools to create projects —articles, podcasts, videos, and social media content—f ocused on topics such as powertrains, Formula E, and the cities of the future.
The sessions utilized edutainment, a dynamic and interactive learning approach, and involved over 800 students across 8 Italian cities.
Student groups that produced the most creative and impactful projects were rewarded with trips to E-Prix events in Italy (Rome in 2023 and Misano in 2024) and the London E-Prix.

In 2023, the project also included a series of events in 6 Italian cities targeted at customers, prospects, and the sales network to explain the revolution in electric and sustainable mobility.
The format featured four key components:
- A digital escape room to test knowledge about electric mobility.
- A test drive of the electrified Jaguar and Land Rover vehicle lineup.
- A talk moderated by LifeGate, featuring a panel of distinguished speakers.
- A dinner with a sustainability-themed menu.

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The results in figures

- 46 Seabin devices installed in 15 Italian regions;
- 5 new trash-collecting technologies installed (Trash Collec'Thor and PixieDrone) as part of the "A Sea of Ideas for Our Waters" campaign;
- 2 waste collection activities from the seabed with professional dive teams;
- More than 40 events organized;
- Presence at Barcolana and the international Sea Summit in Trieste;
- More than 2 mln views of online campaigns;
- More than 1 billion bees protected with the "Every Bee Counts" project;
- Over 500 artificial nests for bees and pollinators placed throughout Italy.