THE OUT Powered by Jaguar Land Rover

Find your voice.
Create a speed dial for tone.

Tone of Voice
Copywriting

An about us as punchy as an F-Type at the school gates

Say more with less

Applying that bold voice to travel

An experiential tone that puts customers in the moment

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Key Copy

The F-TYPE is Bowie in a room full of bankers.
You’ve booked. Your car’s delivered. Now you’re on your way to Barnett Hill Hotel with the top down.
A great customer service or sales conversation should feel like we’re dangling the keys to the best drive of their life. Right in front of their eyes.

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We can't always write (or drive) at 100MPH

Jaguar Land Rover launched their rental app, THE OUT as a luxury level-up to the bog-standard experience delivered at airports across the UK.

They had planned a big-splash campaign with a fast-paced tone that was sure to turn heads. But it wouldn’t work as a tone of voice across their platforms. The thing about driving really fast and writing really “big” is that you can’t do these things all of the time. Especially as a service-led business that’s talking to people day-to-day. Punchy sentences lose impact. You tire people out. Or scare them off. You also need to be seriously skilled to manoeuvre anything at that speed.

The Approach

A speed-dial for tone.

We hopped into the driver’s seat and took THE OUT’s tone of voice for a spin. And decided that all they needed to do was switch gears. We built out the concept of a speed dial – with tone of voice words for 20/40/80/100 MPH – that their team could control depending on the situation, the hazards and the driver (that’s the writer). That could be used across customer service, social media, product copy and advertising campaigns.

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Break the routine.

The voice we created for THE OUT gave their team a clear positioning for their language, showing how they could challenge the car rental category in their everyday comms, whilst still being a service-led business.

Through guidelines and workshops, we instilled their team with confidence to own the voice and make it their own. Giving them the tools to communicate their difference every day.

“I’ve worked at and with many good – and some bad – creative companies. Honestly, Sonder & Tell are really good. They got into and under the brand quickly. Then added some much-needed magic and discipline to our comms. All whilst being a total pleasure to work with.”

Aaron cole, Chief Marketing Officer