Jaguar Case

15/09/2013

Team 2

Marketing objectives

Create awareness

Rejuvenate the brand

Drive traffic to the dealers

Immersing ourselves in the brand

Our experience

Positive:Broad range of cars

Nice details inside the carLow entry price (affordable for family)

Negative:Distance + feeling of not being welcome

The look of the shop is dull, doesn’t appeal to

a younger audienceThe sportsback is a real family car, but

wasn’t in the shop

Challenges

Image is stuffyThe price is a limiting factor

Doesn’t currently appeal to a younger audience

Opportunity

Stretch the appeal to a younger audience (45+) by

leveraging Jaguar’s cool brand heritage

Concept

Nostalgia

Powerful emotion: creating a feeling/moodConnected with style

Lana del Rey has created a new song for Jaguar.

This is already a first step to rejuvination. We will take it one step further.

Foundation

Proposition

Jaguar brings dreams to life

Combining old school style with modern engineering

Bringing an iconic Jaguar model back to life

Creative work

ChannelsPART 1: Create awareness/buzz

Ads & old TV commercials: 6 seconds tag ons Youtube channel

Seeding: Jaguar owners PR & journalists Bloggers, podcasters,…

Digital Social media: Facebook, Twitter

#whatjagareyou

ChannelsPART 2: How to get people into the car? Product placement

Events Park outside clubs, in front of casino’s, in airports: where

people queue Cooperation with fancy restaurants Cooperation with premium taxi service Sponsor events, drive people there Speed dating Test-drives at the French Riviera, le Mans, the French Alps

or Monte-Carlo Cooperations where you can win a test drive (events,

hotels, …)

ChannelsPART 3: Engagement

Competition Social media: FB, Twitter, Instagram Word of mouth Radio channel cooperation about the competition

PART 4: Action Direct Mail Mobile geofencing

Summary

Start the conversation about, and increase awareness of Jaguar by relaunching a classic Jaguar model.

Let people decide which one.

Continue the conversation

Thanks!