Jaguar launches new marketing campaign

(February 27, 2012) MAHWAH, N.J. — Jaguar is launching a new global brand direction and marketing campaign, themed "ALIVE," which introduces the famed British brand to luxury consumers in a new modern context. The brand direction is driven by the belief that Jaguar makes the world's most instinctively rewarding performance cars.

The campaign aims to increase awareness of the brand among a new audience in line with the brand's ambitious future plans.

"Our refreshed corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and the vision we have for the future of the brand," said Adrian Hallmark, Jaguar global brand director.

The basis for the new strategy is the brand's award-winning lineup. There are three Jaguar models ranging from $53,000 to $138,000: the XF sports sedan, the XJ full size luxury sedan and the XK coupe and convertible grand tourer. Jaguar says each combines a stunning exterior form with luxurious, contemporary interior design that's the result of the talented team led by Design Director Ian Callum. These aesthetic qualities, complemented by technologically advanced engineering under the skin, including all-aluminum construction for the XK and XJ, has made each of these Jaguars multi-award winners in their segments.

"In a world of mass market luxury, Jaguar cars stand out for the seductive effect of their design, their rich and warm luxury interiors and their arresting performance," said Hallmark. "Jaguar is a brand for luxury consumers who are contemporary and open-minded, sophisticated and daring, with a desire for authentic, high technology, aesthetic, independent brands. Our product lineup combined with the ALIVE brand direction will define Jaguar in the modern era."

The campaign, created with Spark 44, the international communications agency that's part-owned by Jaguar Land Rover, will feature print, TV, Out of Home (OOH), digital advertising and a new look that  con temporizes the aesthetics of the brand at every customer touch point.

The Jaguar brand will have new corporate identification, including new colors and logos, and a new font, created exclusively for the brand. The dramatic alteration, including significant changes to the brand symbols of the "leaper" and "growler," is the most extensive change Jaguar has made to its visual identification in 40 years.

"Jaguar is a brand at the beginning of a rebirth and a relaunch — it's a critical moment in the history of this storied British brand," said Hallmark.  "As part of a multi-year strategy to re-invigorate Jaguar cars globally, starting with a spectacular new line-up now in place, we have developed an all new brand positioning, effectively a brand reset. For too many luxury consumers, there is awareness of the Jaguar brand, but not consideration and modern relevance. Our ALIVE campaign is meant to differentiate Jaguar cars by underscoring its unique emotional character." 

The campaign's primary message is this:  Jaguar is ALIVE; it is a car not so much manufactured as created, and it is as alive as you are. Deliberately provocative, the campaign is designed to capitalize on the existing emotional pull of Jaguar's vehicles. It frames Jaguar as truly different from its competitors by positioning the brand as animate -- seductive, emotional, unique, energetic and high-performance -- while asking consumers, "How alive are you?" 

The campaign targets luxury consumers who are contemporary, sophisticated and daring, with a desire for authentic, independent brands. It also appeals to a more youthful audience, while not alienating its current demographic.