NEW ADVERTISING CAMPAIGN TO SUPPORT INTRODUCTION OF AWD AND NEW POWERTRAIN CAPABILITIES
MAHWAH, N.J., (November 19, 2012) – Jaguar is launching today a new advertising campaign to support the expansion of its US line up that it is transforming with the addition of instinctive all wheel drive™ (AWD) technology and fuel efficient V6 engines on 2013 Jaguar XF and XJ luxury sedans. The campaign aims to increase awareness of these new features and show that drivers can experience the performance and luxury of a Jaguar in challenging weather, while supporting the expansion of Jaguar’s presence in the luxury sedan market within the United States.
“The addition of all wheel drive and V6 capabilities to our 13 MY XF and XJ is a significant boost to the brand's business potential in the United States,” said David Pryor, Brand Vice President, Jaguar North America. “This time of the year is an ideal time to launch a campaign that will truly stand out from the competition. Developed with Spark 44, our all wheel drive creative will do just that, and underscore our commitment to increase the relevance of the Jaguar brand in the U.S.”
This is Jaguar’s second ad campaign this year, building on the launch of “ALIVE” which introduced the famed British brand to luxury consumers in a new modern context and was driven by the belief that Jaguar makes the world's most instinctively rewarding performance cars. Since the launch of the ALIVE campaign, the company has seen a shift in brand perception; people are viewing the brand as dynamic, performance based and seductive.
The new AWD ads were created by Spark 44, the international communications agency that is part owned by Jaguar Land Rover. The AWD campaign will feature print, TV, radio and digital components. The first television spot, “More Alive,” debuts tonight on ESPN during Monday Night Football, and has an intriguing story line to raise awareness that Jaguar is introducing AWD. A second spot, “It Plays Well,” focuses on the driving dynamics of the AWD car and will also be used to raise awareness that Jaguar has now introduced AWD. The third ad, “Roar Responsibly,” highlights the new, more efficient Jaguar Powertrain vehicles. Additional networks include Travel Channel, BBC America and Comedy Central during The Daily Show and The Colbert Report.
The campaign’s print ads feature images of the XF and XJ in snowy and rainy conditions with a variety of headlines such as: “Let it Snow. Let it Rain. Let it Roar;” “It’s a Perfect Day for a Drive;” and “Rain Just Makes It More Instinctive.” Print ads will be featured in titles such as Motor Trend, Automobile and Road &Track. Digital banner ads feature images of vehicles in snow and rain with headlines that play on the Jaguar name and AWD instinctive technology: “Same Cat, Bigger Feet;” “Ready to Pounce in Rain or Snow;” “Does Your AWD Perform Like it Should?” Animated home page takeovers will be featured on The New York Times homepage, among others, and invite consumers to view Jaguar’s new TV spot and vehicle images.
In the northern half of the U.S., more than 80% of Jaguar competitors’ luxury sedan sales are AWD equipped and more than 90% have either AWD or V6 power. An active torque-management system, Jaguar AWD uses a performance-oriented rear-drive bias which can shift power to the front wheels to either pre-empt or counter wheel slip. Jaguar’s AWD employs an active power transfer control technology that adds the benefit of enhanced all-season traction while retaining the sporty agility and steering feel of the rear-wheel drive versions. The AWD system is paired with a new supercharged 340 horsepower 3-liter V6 engine. Jaguar engineers spent 18 months testing the new AWD system in a variety of conditions including the frozen lakes and split friction coefficient surfaces of the Jaguar Land Rover development facility in northern Sweden.
Jaguar’s new AWD campaign builds on the momentum created this past summer when the brand announced AWD through a major activation at The Highline in New York City. The brand hosted a three-day Jaguar CHILL NY experience, featuring complimentary ice skating, refreshments and appearances by 30 Rock Stars Tracy Morgan and Jane Krakowski, and former NY Rangers Chris and Peter Ferraro.