Digiday: Jaguar positions itself as 'accessible luxury brand'

By Yuyu Chen

This week, Jaguar debuted its “New Generation of Jaguar” campaign designed to promote the carmaker’s new XE compact luxury sedan and F-PACE performance SUV, available this spring.

With the campaign spanning TV, display ads, paid social, programmatic and native ads, Jaguar is swerving from its longstanding image as a maker of cars affordable by the few. “The No. 1 goal of our campaign today is to let people know that Jaguar is an accessible luxury brand,” said Kim Kyaw, head of digital, social and CRM for Jaguar and Land Rover. She continued that it’s the first time that Jaguar has targeted the generation of 18-34-year-olds with a product that is affordable for this age group.

The campaign kicked off on April 18 with a TV spot titled “Masterplan” starring British actors Tom Hiddleston and Nicholas Hoult. In collaboration with Jaguar’s media buying agency Mindshare, it expanded to digital the next day with homepage takeovers and repurposed “Masterplan” videos on premium publisher sites including those of The New York Times, ESPN, Quartz, Rolling Stone and Time Inc. Those may be followed by programmatic, display, social and paid search to ensure the ads reach the right people.

Read the rest about #UnleashTheCats on Digiday: http://digiday.com/brands/jaguar-positions-accessible-luxury-brand/