JAGUAR

Breathing life to a new breed

Background

Jaguar in Asia Pacific was lagging behind the western markets in its brand and product perception. Seen as a traditional choice, the reality was that Jaguar had upped its ante significantly in modernising its brand proposition and product lines. Our task was to revitalise the brand, taking its global brand proposition and reconnect it with the Singapore, Malaysia and Thailand markets.

Idea

To rekindle the relationship with Asian luxury car buyers, we got the help of "Brand Friends". Well-known personalities who embody similar values to Jaguar and have great affinity with the target audience got the conversations about the brand going. The "Brand Friends" helped breathe life into Jaguar's core value of being "Alive", articulated through "Design", "Innovation", and "Performance". Each of the primary local markets (Singapore, Malaysia and Thailand) had their own set of "Brand Friends" to maximise local relevancy.

SINGAPORE CAMPAIGN

Tier 1: Awareness and drive to website

"Brand Friend"-fronted print ads, online video trailers and digital banners invited visitors to connect with the brand's Asian website howaliveareyou.asia.

SINGAPORE CAMPAIGN

Tier 1: Awareness and drive to website

"Brand Friend"-fronted print ads, online video trailers and digital banners invited visitors to connect with the brand's Asian website howaliveareyou.asia.

Tier 3: Conversion

Printed invites and eDMs were sent out for the gala launch of the new F-Type Coupe. The "Brand Friends" delivered special 'live' performances, enriching the entire experience.