- New TV, Print, Digital Campaign by Spark 44
- Jaguar 2013 XF and XJ models to feature AWD and V6 engine technologies
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.
# # #
About Jaguar
Jaguar Cars Limited is a premier manufacturer of luxury
sedans and sports cars offering unparalleled design with tremendous
performance. The company's vision throughout its storied history
has been simple: To produce beautiful, fast cars that are desired
the world over. Jaguar strives to provide a world class ownership
experience to every owner. Today's Jaguar lineup consists of the XJ
luxury sedan, XF sports sedan and the XK coupe and convertible
sports cars. Jaguar designs, engineers and manufactures exclusively
in the United Kingdom, at the Castle Bromwich manufacturing plant
in the British Midlands. Jaguar is fully engaged with
sustainability initiatives and social concerns with continuous
involvement in environmental and community programs. For more
information visit the official Jaguar website at
http://www.jaguarusa.com.
About Jaguar Land Rover
• Jaguar Land Rover is the UK's largest automotive
manufacturing business built around two iconic British car brands
with a rich heritage and powerful consumer appeal and loyalty.
Additionally, Jaguar Land Rover is at the centre of the UK
automotive industry's drive to deliver technical innovation in all
areas of vehicle development.
• As the UK's largest automotive employer, JLR has a world
class team of nearly 25,000 people.
• In the 2011/12 fiscal year, JLR achieved record profits of
£1.5 billion, an increase of £392m when compared to the previous
year.
• Jaguar Land Rover is the largest investor in automotive
R&D and engineering in the UK.
• Jaguar Land Rover has two state of the art engineering and
design facilities and three advanced manufacturing plants in the
UK.
• Headquartered in Mahwah, New Jersey in the United States,
Jaguar Land Rover North America, LLC has offices across the USA and
Canada and is represented by more than 330 retail
outlets.