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...