2021 Silver Automotive

Agency: Edit and Spark44

Client: Jaguar Land Rover

Campaign Name: New Jaguar F-TYPE - 'Exhilaration at Every Turn'

Campaign Overview

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 upgrade addressing pain points around F-TYPE's styling would help, along with the new V8 engine to replace the current V6 version. Yet an emotional connection with the audience was also needed.

Research revealed that 50-something male owners felt 20 years younger than their age.

They wanted to signal to the world that they were still youthful and unconventional. Nothing signalled that quite like driving a beautiful, distinctive and powerful sports car.

The strategy seized this chance to tap into a youthful mindset, using it to communicate that the new model F-TYPE is beautifully designed to stand out with a visually enticing direct mailpack directing them to an exhilarating track day to experience the powerful F-TYPE V8 for themselves.

Creativity

Leveraging the behavioural insight that the audience hung posters on their wall of their dream car during their youth, Jaguar wanted to reignite nostalgia for beautiful cars with a modern-day version.

A tech-enabled F-TYPE poster was created, highlighting 'exhilaration at every turn', focusing on both the car's sporty performance and its heart-thumping looks.

When the recipient turned the page they discovered an infographic showing key model improvements and the line: 'Reimagined to exhilarate the senses.’

A second turn revealed a giant digitised poster of the F-TYPE. The head- and taillights illuminated and the engine roared, reminding people of the thrill of driving an F-TYPE.

Recognising that not everyone would like the engine sound Jaguar also provided a quiet start option, which silenced the poster.

Recipients were invited to attend a V8 Track Day where they could feel the difference first-hand and talk options through with brand ambassadors.

Results

Every customer who attended the track day resulted in a lead to the retailer via a connected system, and an additional 261 leads were generated by customers who were targeted but unable to attend.

As a result, Jaguar sold a total of 155 cars following the event, giving the campaign ROI of 55:1.

The initiative also sparked buzz on social media as recipients took to Instagram and LinkedIn to comment on the pack.

The Team

Spark44 - Matt Statham, Creative Director - Chris McDonald, Creative Director - Liz Wolstenholme, Strategy Director - Rob Ganguly, Copywriter - Ben Breathwick, Art Director - Greg Berry, Designer - Emily Craft Longform, Copywriter - Tom Baker, Project Manager - Toby Stoate, Print Production Manager - Simon Hodges, Studio Manager - Ian Talbot, Artworker - Chris Newby, Head of UK Account - Sheena Vegad, Account Director - James Waters, Account Manager

Edit - Rebecca Boyt, Senior Campaign Manager - Adam Dark, Campaign Manager - Kulwam Gil, Senior Campaign Manager - Lee Jones, Campaign Manager - Alex Bacon, Delivery Manager - Annabelle Heap, Senior Account Manager - Emma Watson, Business Director - Thomas Ross, Account Director

Jaguar Land Rover - Phil Haines, CRM & Digital Senior Manager - Nick Edmonds, CRM Executive - Ben Cheadle, Commercial & Customer Analytics Senior Manager

Mindtree - Lenos Apostolou, Customer Analytics Senior Analyst