2014 highly commended: Jaguar Land Rover, Brand Revitalisation/Global Marketing - case study

With fading sales, Jaguar needed the F-TYPE convertible to revitalise the brand; creating desire for the entire range amongst a new generation of buyers.

Taking a bold approach as they entered the sports car segment for the first time in 40 years, Jaguar issued a seductive invitation with intriguing content, celebrity PR, impactful communications and targeted media. This allowed Jaguar to exceed their goals; total volume growth of over 50% in China and 15% in the UK, the USA, and Germany, double online configurations and double test drive requests.

The success in context shows Jaguar outpaced average competitive sales in every market by at least 50% with 10% or less share of voice. The impact of the campaign not only met business targets but it also lifted employee morale at Jaguar and within their retail networks.

The groundswell of positive engagement and sales sets the stage for Jaguar to come out of the shadows and assert itself as a volume player in the premium automotive segment.