Campaign details
Agency: Edit and Spark44Client: Jaguar Land RoverCampaign Name: New Jaguar F-TYPE - 'Exhilaration at Every Turn'
Jaguar wanted to create a highly engaging direct mailpack to encourage existing and lapsed Jaguar F-TYPE V6 owners to fall in love with the new F-TYPE V8.
Strategy
With its striking looks, F-TYPE was an iconic car but Jaguar's perceived desirability had recently plummeted.
This was a concern, given overall brand desirability and distinctive styling were key motivators for buyers, compounded by the fact that Mercedes-Benz and Porsche were aggressively accelerating within the category.
The new model...