Jaguar China comes 'Alive' with 007 in its new integrated campaign

Instead of entering an aggressive discounting war among German luxury automotive brands, Jaguar has decided to use a once-in-a-lifetime travel experience with the brand as a selling point to beat the low traffic to dealers, aiming to turn audiences into intenders and then to owners.

Leveraging the China debut of the film Skyfall, the campaign tells the story of the shared DNA of Jaguar’s brand idea 'Alive' and the 007 character, which are “complimentary and befitting”, said Simon Clancy, strategic planning director at Spark44 in Shanghai.

The campaign will run until the end of May and is supported by TVC, print, CRM, digital, social media, events, dealers and pop-up test drives.

A 15-second teaser trailer was rolled out in the cinema and social video channels when the movie was debuted.

Another 30-second TVC was rolled out later, highlighting Jaguar’s heritage and establishing the two British legends coming together through Jaguar’s value proposition.

A new campaign site went live on 12 March, offering a holistic digital experience in a cinematic tone and manner, and related content including registration for dealer visits and test drive events.

Credits

Creative director Cecile Lin
Producer Suling Wong
Editor Tagworldwide
Sound Benedict Cumbatch