Jaguar – Your Turn

2013

THE BRIEF

Use the launch of one of the most important cars of the decade (the F-TYPE) to create brand awareness and consideration of a younger audience.

THE INSIGHT

The idea was not to look back at Jaguar’s successful sports car history but to set a new future by creating a whole┬ánew level of desirability. The F-TYPE is not just a extremely good looking car, it also drives and sounds like no other. A car that would make you desire it from the moment you step into it.
Based on that our idea was simply to present people the opportunity to have a go in the car through our cross-channel, multi-platform campaign.

THE WORK

Our 360 campaign covered the intrigue, inform and close stages through Digital, TV, Radio, OOH, Direct Mail, Social Media and Experiential.
We created an eco-system with multiple touch points that covered from pre-launch to launch phases, keeping our target group always in touch with the brand.

RESULTS
Our TV/Shazam execution was named the second most effective in the automotive category.
The online display ads had a CTR that went from 200% to 500% over the average CTR.

AWARDS
IAB – Rising Stars – GOLD

NOMINATED
Big Campaign Awards – Integrated Campaign

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