Jaguar eyes ‘enlightened elites’ through digital activity
Jaguar is putting digital at the fore of its efforts to bolster its appeal to younger audiences, including the launch of a viral movie on Facebook and planned mobile media executions.
The activity forms part of the brand’s campaign to promote its two-seater F-Type vehicle, including the premiere of a 12-minute short movie featuring Homeland star Damian Lewis to mark its sponsorship of the Sundance Film and Music Festival taking place in London at the end of the month.
It’s also understood that further digital campaigns to promote the F-Type are set to go live post the culmination of the Sundance Film Festival (April 25-28) including TV ads that can be scanned with mobile app Shazam, plus activities using AR.
The short film called Desire prominently features the F-Type – Jaguar’s first two-seater vehicle since the iconic E-Type in the 1960s – and also contains a track written and produced by Lana Del Ray. It was created by Brooklyn Brothers and Ridley Scott Associates.
Jaguar will host a Desire screening area at Sundance, which will be hosted at London’s 02 Arena, forming part of its overall bid to position both the F-Type range and the Jaguar brand as a purchase consideration among young affluent audiences.
Sources close to the F-Type campaign told Marketing Week the launch of the vehicle involved targeting younger audiences than Jaguar has previously with earlier models.
Laura Wood, a partner at Brooklyn Brothers, says research prior to the implementation of the campaign identified this audience as an “enlightened elite that has film as one of their passion points.”
The pre-launch part of the F-Type campaign kicked-off last month (March) with the launch of a social media campaign, conducted by social media agency We Are Social, featuring a number of trailers for the Desire film. (See below).
The campaign which encouraged participants to share daily updates from the brand’s Facebook page such as “desired items” We are Social identified as “influencers” in the fashion and lifestyle sectors.
https://www.youtube.com/watch?v=ee0an77JcWA
