Jaguar has announced details of the global advertising and marketing campaign – tagline ‘Your Turn’ – to launch the F-Type.
The multi-channel global campaign will include TV, cinema, print, digital, mobile and tablet, as well as experiential and social media.
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Strategic communications specialist Spark44 was responsible for the creative positioning and strategy, experience architecture, website design, and all creative executions. Media planning and buying is managed by Mindshare.
The US campaign will focus heavily on TV and digital with some integrated print and use personalities that will appeal to a more youth-minded audience.
“The integrated campaign strives to engage customers with an emphasis on the F-Type vehicle’s performance, sound, look and feel,” said Joe Torpey, communications manager, Jaguar North America.
“The media plan speaks to the cars’ personality via partners like ESPN and Playboy for example, and has live elements with integration of the vehicle in motion. This is the most exciting, and important marketing launch for Jaguar in many years driving us to create a highly engaging approach to market and bringing consumers into the experience.”
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By GlobalDataThe first commercial, ‘Great Expectations’ is the first of two TV spots, and aired during the season finale of ABC’s ‘Once Upon A Time’. At the end of the commercial, viewers were invited to use the hashtag #MyTurnToJag to experience the car on a test drive of a lifetime.
MyTurnToJag is a social media contest where Jaguar enthusiasts and social media fans can submit a story explaining why it is their turn to drive the all-new F-Type. Four winners will be selected based on their submission, and Jaguar will arrange a drive for each winner in different regions of the country: New York, Los Angeles, Miami and Chicago. The drives will be filmed and shared across Jaguar USA’s social channels.
The Your Turn campaign targets the car’s target audience of 25-54 year olds, comprised of consumers with varied interests and lifestyles. Media agency, Mindshare, created a marketing programme touching on a variety of outlets, including broadcast; cinema; high-impact digital; and connected TV platforms which will appeal to early adopters.
Campaign highlights include:
- Exclusive ownership of an entire ESPN SportsCentre episode featuring notable athletes, such as San Francisco 49er Colin Kaepernick experiencing the F-Type, as well as exclusive commercial content with on-air commentator Stuart Scott
- An integrated partnership with Playboy, where Jaguar took part in the 9 May announcement of the ‘Playmate of the Year’, and will share the faux June cover with her. In addition, Jaguar will co-host a party during the Pebble Beach Automotive Weekend with Playboy.
- Integration of the F-Type in a ‘Jimmy Kimmel Live’ commercial incorporating the playmate of the year, Raquel Pomplun
- Season-long partnership and integration with USA Network’s hit series, ‘Covert Affairs’ including a custom vignette highlighting the F-Type involvement in the show
- Presenting sponsor of Sundance Channel’s ‘Rectify’ featuring brand inclusion across all show promotion, with vignettes showcasing the F-Type and content from the show
- Performance-focused F-Type long-form content piece highlighted on Speed TV
In the US, the F-Type starts at $69,000 and will be in showrooms this month.
