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!