Jaguar XF Luxury Sedan - Build Awareness When car manufacturer Jaguar launched their new XF luxury sedan in the US market, they decided to do it with a.

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Presentation transcript:

Jaguar XF Luxury Sedan - Build Awareness When car manufacturer Jaguar launched their new XF luxury sedan in the US market, they decided to do it with a major mobile advertising campaign. Jaguar wanted to communicate the vehicle’s break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income. Source: MobiAD News

Jaguar XF Luxury Sedan The campaign used banner ads to drive traffic to a special mobile site. They ran on msn.mobi, cars.mobi, Yahoo mobile, and on the AdMob network. The mobile site provided a lot of information about the Jaguar XF, as well as several ways for the customer to engage with Jaguar. Mobile Site homepage Source: MobiAD News

Jaguar XF Luxury Sedan The mobile site: ‒ There are sections on the Design of the car, Innovations in the car, and Performance of the car ‒ High quality images were important, as the Jaguar has a luxury image. ‒ Videos were also included. “Design” homepage “Design” videoclip (let’s put these In the deck) Source: MobiAD News

Jaguar XF Luxury Sedan Engagement: ‒ visitors could input their ZIP code in order to locate their nearest dealer and book a test drive ‒ visitors could order a brochure. ‒ visitors could alternatively submit their address in order to request a branded newsletter ‒ Finally, there was a selection of wallpapers that consumers could download to their handsets Find a Dealer or Request a Brochure Source: MobiAD News

Jaguar XF Luxury Sedan Overall the campaign was a big success for Jaguar, and they have made available quite a number of statistics about the campaign. ‒ 12,000 videos downloaded ‒ 18,000 wallpapers downloaded ‒ For users who visited beyond the home-page, the average dwell time was 2 minutes ‒ 1.2% of users requested an brochure by entering their address into the WAPsite ‒ 2.6% located their nearest dealer to arrange a test drive Source: MobiAD News