Jaguar recently revealed its new contemporary, global brand strategy, “ALIVE,” with the defined mission to make the most “instinctively rewarding” performance vehicles in the world. The new campaign includes a new Jaguar brand logo and corporate identity, and focuses on a goal to add a younger consumer audience to its current demographic.
This past February, Jaguar launched “ALIVE,” the company’s new global brand direction and marketing campaign. With a goal to garner increased awareness among a new audience, Jaguar is introducing its iconic brand in a revamped modern context.
"Our refreshed corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and the vision we have for the future of the brand," stated Adrian Hallmark, Jaguar Global Brand Director.
The brand’s award-winning line-up is the basis for the new campaign strategy. Jaguar offers three models ranging from $53,000 to $138,000 in the U.S.: the XF sports sedan, the XJ full size luxury sedan and the XK coupe, convertible and XKR-S grand tourer. Each model flaunts luxurious, modern interior design paired with stunning exterior form, the results of the company’s expert design team led by Design Director Ian Callum.
The new campaign, featuring print, digital and TV advertising, boasts a new look offering contemporary aesthetics everywhere consumers look. Spark 44, the international communications agency that is part-owned by Jaguar Land Rover, was responsible for creating this new, dramatic campaign. Specific changes that customers will notice include new corporate identification and a new font exclusively for Jaguar, as well as changes to the brand symbols of the “leaper” and “growler,” which are the most extensive revisions Jaguar has made to its visual identification in four decades.
The primary message Jaguar hopes consumers will find in the new “ALIVE” campaign is that Jaguar is ALIVE; the vehicles are created, not manufactured, and conjure an emotional experience from those who come in contact with them. The campaign pulls on this, framing Jaguar as an animate brand – seductive, energetic and unique, targeting luxury consumers who desire authentic, independent brands. One of Jaguar’s goals through this campaign is to also appeal to a youthful audience while still catering to its current clientele.
“Jaguar is a brand at the beginning of a rebirth and a relaunch – it’s a critical moment in the history of this storied British brand,” Hallmark said. “As part of a multi-year strategy to re-invigorate Jaguar cars globally, starting with a spectacular new line-up now in place, we have developed an all new brand positioning, effectively a brand reset."
Jaguar hopes to spark curiosity and get people talking with the campaign’s dramatic print and television ads. The TV spot, named “Machines,” portrays Jaguar vehicles as alive as people are, invoking the emotional connection. The commercials, featuring the Jaguar XJ, include a voiceover saying, “…there is one seductive, instinctive machine that’s as alive as we are…Jaguar.” The campaign’s print ads similarly build on the theme of the vehicles being alive, including headlines like “Do One Thing That Scares You. Every Day,” and “Every Jaguar Can Do Things Machines Can’t.”
The “ALIVE” campaign debuted in February on Jaguar’s YouTube and Facebook channels, reflecting the brand’s desire to target a younger audience. Commercials followed in March, airing on national and cable networks, including NBC, CNN, ESPN and Food Network. The print ads were published in April in top national lifestyle and business publications.
In addition, Jaguar launched a high-profile experiential component to support the campaign objectives in the U.S. called the “Jaguar ALIVE Drive Experience,” a road show that will travel to 18 cities to expose both the brand and the 2012 and 2013 model line-up to new consumers. Key cities will host this multi-day event that allows consumers to test drive the full Jaguar model line-up – the XF, XJ and XK - in a performance setting. With the assistance of a professional driver, consumers are able to test the technology and superior performance of the cars in simulated settings specially designed to highlight agility, power, safety and more. The road show also includes a display of heritage vehicles, a history of Jaguar technological innovation and a design retrospective, offering consumers full brand immersion.
"In a world of mass market luxury, Jaguar cars stand out for the seductive effect of their design, their rich and warm luxury interiors and their arresting performance," said Hallmark." Our product lineup combined with the ALIVE brand direction will define Jaguar in the modern era."