Jaguar to use dual-screening in F-Type campaign

Jaguar is poised to kick off the next phase of its F-Type campaign with multiple digital and TV executions, including plans for dual-screening activity, as the brand seeks to boost its appeal to younger audiences.

TV elements of the campaign, dubbed Your Turn, are set to launch on 20 May when a “teaser” ad will debut before the full TV ad is set to air on May 25 on TV.

Marketing Week understands the full TV spots are poised to air in the UK during ITV’s screening of the UEFA Champion’s League final when viewing figures are expected to reach 11 million.

Further cinema versions of the ads are also set to launch on 25 May, along with print, outdoor and further digital activity.

The campaign’ was created by both Spark 44 and Brooklyn Brothers with media planning handled by Group M’s Mindshare.

The F-Type, Jaguar’s first two-seater vehicle launch since the 1960s, will also have a strong digital digital emphasis. It is thought TV slots that are compatible with mobile app Shazam that will let viewers engage with further branded content are also on the media plan.

Meanwhile, the brand has also overhauled its digital presence by initially overhauling its UK website using HTML5 code – widely known as “responsive design” – to accommodate the emergence of mobile devices, with digital agency Connect. A full global roll out of the responsive design website is planned later in the year.

Steve Cobelli, Jaguar’s global digital marketing manager, says the reason for the step-change in its digital strategy was to accommodate the changing media consumption habits, especially of younger audiences.

“This is sort of our stake in the ground stating our future intent,” he says.

“Understanding the entry point for customers into a brand is more unpredictable than it used to be, and this in turn leads to different organisational behaviour for how brands look to target, engage with and serve content to their customers.  

“Digitally speaking, it’s paramount to create a ‘networked brand’ in order to help service this unpredictable behaviour,” adds Cobelli. “Even though the idea of responsive design isn’t new to the digital world – it’s been used for news type content for a while), it’s fairly new to big brands.”

Last month, Marketing Week revealed the launch of the F-Type would involve targeting younger audiences than Jaguar has done previously.

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