Jaguar: British villains

This case study details how Jaguar, the British car manufacturer, reversed years of negative perceptions of reliability and quality with a Super Bowl campaign launch that played on the Hollywood idea of the British villain.

Jaguar: British Villains

Brand: Jaguar

Agency: Spark44

Launch date: November 10, 2014

Duration: November 2014 – August 2015

Media used: TV, Print, Direct, PR, Guerrilla, Interactive/Online, Socail Media, UGC, OOH, Events, Cinema, Branded Content, SEO, Retail

Target audience: Primary: US Super Bowl Audience. Secondary: Jaguar attitudinal target, "Authentic Independents"

Challenge and Business Objectives

In 2013, Jaguar was in soul-searching mode. Despite a successful 2013 F-TYPE Convertible launch – a car many hailed as the spiritual successor to the legendary Jaguar E-TYPE – a single Jaguar sports car launch was not enough to sweep...

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