On May 13th, Jaguar launched its worldwide campaign for the new F-Type, which arrives this month. The worldwide marketing campaign entitled “Your Turn” will encompass every advertising venue including print, TV and social media. The U.S. efforts will lean toward television and digital media with appearances by celebrities and figures that will appeal to younger buyers. The long-awaited F-TYPE is one of the biggest vehicle launches of the year and Jaguar’s “Your Turn” campaign targets 25- 55 year olds.
The first of two television commercials, “Great Expectations” has already aired in primetime. Viewers were invited to use the hashtag #MyTurnToJag and enter a challenge. MyTurnToJag is a social media contest where fans can submit a story explaining why they should be selected to experience the all-new F-TYPE. Four winners will get a test drive in one of four regions of the country ( New York, Los Angeles, Miami and Chicago). A global communications firm called Spark44, was responsible for all creative and strategic planning. Mindshare managed the planning and buying of advertising space.
“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 Jaguars’ values.” – – Adrian Hallmark, Global Brand Director of Jaguar
With over 50,000 potential customers already inquiring, the F-Type marketing strategy appears to be a success.
Please enjoy this video of the Jaguar F-Type’s L.A. Debut