Jaguar Unveils 'Your Turn' Global Campaign to Launch F-Type
Jaguar, which is all set to launch the much anticipated new F-Type, has now announced the details of the global advertising and marketing campaign 'Your Turn'. The 2014 F-Type represents a return to the company's heartland: a two-seater, convertible sports car focused on performance, agility and driver connection. Jaguar F-Type will be available in three models: F-TYPE, F-TYPE S and the F-TYPE V8 S. The Jaguar F-TYPE sports car has a starting MSRP of $69,000 and will be in US showrooms this month.
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“We have built on Jaguar’s sports car heritage which stretches over 75 years, and in the F-TYPE we have reignited the flame,” said Adrian Hallmark, Global Brand Director of Jaguar. “The Jaguar F-TYPE sports car – not designed to be like anyone else’s sports car – is ultra-precise, powerful, sensual and most of all it feels alive. The campaign perfectly embodies all Jaguar’s values.”
The multi-channel global campaign will include integrated activity across TV, cinema, print, digital, mobile and tablet, as well as experiential and social media. Spark44, the lead strategic communications partner for Jaguar, was responsible for the creative positioning and strategy, experience architecture, website design, and all creative executions. Media planning and buying is managed by Mindshare. The U.S. execution of the global campaign, will focus heavily on TV and digital with some integrated print executions, and leverage personalities that will appeal to a more youth-minded audience.
“The integrated campaign strives to engage customers with an emphasis on the F-TYPE vehicle’s performance, sound, look and feel,” said Joe Torpey, Communications Manager, Jaguar North America. “The media plan speaks to the cars’ personality via partners like ESPN and Playboy for example, and has live elements with integration of the vehicle in motion. This is the most exciting, and important marketing launch for Jaguar in many years driving us to create a highly engaging approach to market and bringing consumers into the experience.
”The first commercial, “Great Expectations” is the first of two TV spots, and aired last night during the season finale of ABC’s ‘Once Upon A Time’. At the end of the commercial, viewers were invited to use the hashtag #MyTurnToJag to experience the F-TYPE sports car on a test drive of a lifetime.
MyTurnToJag is a social media contest where Jaguar enthusiasts and social media fans can submit a story explaining why it is their turn to drive the all-new F-TYPE. Four winners will be selected based on their submission, and Jaguar will curate an amazing drive for each winner in different regions of the country: New York, Los Angeles, Miami and Chicago. The drives will be filmed and shared across Jaguar USA’s social channels.
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