turnaround has taken its next public step with a new global brand direction and a marketing campaign called "Alive." The marketing will lock in on Jaguar's visceral connection with buyers, "positioning the brand as animate – seductive, emotional, unique, energetic and high-performance – while asking consumers, "How alive are you?"
It will be supported on television, in print, on the web and with events, and will attempt to explain to younger buyers not only why they should be considering a
, but what Jaguar means as a brand. The overhaul will even dig into the roots of the marque by making changes to both the Growler and the Leaper icons.
The campaign is meant to give people a reason "to own, not just buy" a Jaguar.
North America President Andy Goss says the campaign is meant to give people a reason "to own, not just buy" a Jaguar. Before Goss arrived last year from
, he says the national, so-called "Tier One"
, was too "transactional," pushing
instead of the brand message and experience.
Prior to that phase of Jaguar advertising, national ads by agency Euro RSCG could have been confused with women's fashion advertising.
"We need to create some blue sky between Jaguar and the Teutonic brands," says Goss. The new effort is the coming out party for ad agency Spark 44, a new ad shop formed specifically to handle Jaguar advertising globally with offices in
, Germany, China and the U.S. Jaguar Land Rover, a division of Indian company
Motors, owns a stake in Spark 44.
Besides airing on TV, the campaign will run heavily on the Internet, and in magazine ads starting in April. The same ads are going to be adapted for different countries and languages around the world. Jaguar is also driving up its social media presence, now with over 500,000 Facebook followers, with 70,000 of those coming last November alone. The company is also running driving events in 20 cities this year through which it intends to put 20,000 keesters in Jaguar driver seats.
There's a press release with details on the initiative and the rollout
after the jump
, as well as the first commercial that will hit airwaves in March.
With reporting from David Kiley