There is a new Jaguar sports car on the prowl...and it is coming to America this month. Luxury car maker Jaguar has launched a social media campaign that invites consumers to experience its F-Type model. The new vehicle is the deluxe automaker?s first new two-seat sports car to be released in 50 years. It is built akin to the Jaguar XK convertible but designed around a shorter chassis.
Check out their last F-Type campaign video above, which stars Emmy award winner Damian Lewis (Homeland) and Shannyn Sossamon. The 13-minute-long action film features music by Lana Del Rey and was given a hand by Ridley Scott Associates, marking a bold move into entertainment marketing by Jaguar.
The F-Type, which will arrive in the USA in late May, has a base price of $69,000. Being a two-seater, it is no surprise that performance and driver-connection are key benefits that will be touted in an integrated advertising campaign that includes TV, cinema, print ads, digital, mobile, tablet, experiential, and social media. Spark 44, a global communications company, is handling the creativity of the campaign and the global media network Mindshare is in charge of media planning and buying for Jaguar.
“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."
A strong emphasis will be placed on TV and digital coverage for the U.S. portion of the global advertising campaign. Colin Kaepernick, the quarterback of the NFL’s San Francisco 49ers and ESPN’s Stuart Scott will be featured in exclusive driving promos. Additionally, there is a plan for the new Jaguar F-Type to appear in a commercial for ABC’s Jimmy Kimmel Live, which will feature Playboy playmate of the year Raquel Pomplun — the auto will also share a faux Playboy June cover with the model and Jaguar will help the magazine host a party during the Pebble Beach Automotive Weekend. A season-long partnership with USA Network's Covert Affairs TV series has been worked out, which includes "a custom vignette highlighting the F-Type involvement in the show."
The first of two TV spots is called Great Expectations, which aired for the first time during the season finale of Once Upon a Time. The commercial invites viewers to use the hashtag #MyTurnToJag in attempts to win a test drive of the new model. Four winners will be picked based on their submissions of why they should be chosen, and a custom-designed drive will be set up in four different regions of the country: New York, Los Angeles, Miami, and Chicago.
"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."
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