Engine Creative’s NGN LAB Wins Jaguar Land Rover’s Luxury Car Rental Service THE OUT

NGN LAB, Engine Creative’s newly established social media unit, has won Jaguar Land Rover’s car rental service, THE OUT, with a brief to drive engagement and awareness for the brand across the UK.

NGN LAB will create a purpose-led, social first campaign, positioning THE OUT as a category leader in the new world of driving and mobility solutions, while building their reputation as a key player in the burgeoning luxury rental sector.

The creative work, due to launch in February, will combine big campaign thinking with editorial content to earn new audiences for the brand – a next-level car rental service that provides delivery and collection to your door, and all-inclusive pricing. 

Aaron Cole, chief marketing officer at THE OUT, explained: “As THE OUT continues to grow and fast, we needed help developing our social strategy and creative work. NGN LAB’s social-first approach and unique team make them a perfect fit. In fact, I hope this release gets zero coverage so we can keep them to ourselves.”

Matthew Harrington, head of NGN LAB, added: “THE OUT epitomises everything we could hope for in a partner brand. Fast growth, brand-led and vanguards for a new on-demand mobility solution. Combine this with the very best products, huge ambition, and our shared social first mindsets – makes this a perfect partnership and a privilege to share our journey together.”

The win comes only a week after NGN LAB’s first win, the US home fitness provider Bowflex, which is owned by home fitness manufacturer Nautilus, Inc. and offers a wide range of connected fitness solutions for the home. 

Launched by Engine Creative in September, NGN LAB has a goal of driving growth for brands through social first content and commerce. The unit is also tasked with enhancing social creativity and innovation across Engine’s wider creative output. 

NGN LAB is headed by Matthew Harrington, hired by Engine as head of editorial and brand partnerships. In his new role, he will also lead and develop brand partnerships as a key part of Engine Creative’s integrated advertising offer.