Jaguar Land Rover: New Jaguar F-TYPE - 'Exhilaration at Every Turn'

Jaguar Land Rover, an automobile brand, promoted its F-TYPE model in the UK with a digitised poster and event day.

Campaign details

Agency: Edit and Spark44Client: Jaguar Land RoverCampaign Name: New Jaguar F-TYPE - 'Exhilaration at Every Turn'

Jaguar wanted to create a highly engaging direct mailpack to encourage existing and lapsed Jaguar F-TYPE V6 owners to fall in love with the new F-TYPE V8.

Strategy

With its striking looks, F-TYPE was an iconic car but Jaguar's perceived desirability had recently plummeted.

This was a concern, given overall brand desirability and distinctive styling were key motivators for buyers, compounded by the fact that Mercedes-Benz and Porsche were aggressively accelerating within the category.

The new model...

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