Jaguar are launching a new global marketing campaign for the Jaguar Brand – run by Spark44 – focusing on Jaguars as ‘instinctively rewarding performance cars’.
Jaguar are launching a new global marketing campaign to convince car buyers that they produce the most appealing range of drivers’ cars…in the world.
The Jaguar ‘How Alive are You?’ campaign has been put together by Jaguar’s Spark44 Advertising Agency (which Jaguar Land Rover part own) which aims to show Jaguar in a modern context. Instead of relying on its history – perhaps Jaguar’s downfall for many years, certainly in terms of perception, if not product – the new ‘ALIVE’ campaign will focus on the strength of Jaguar’s current lineup – XF, XJ and XK – as rewarding performance cars.
And it’s a very sensible route to go. Jaguar has managed to recreate itself under Tata’s ownership, and their cars really do offer something different to competing brands – especially German car brands – with the ability to be cosseting as well as offering real driving dynamics and that intangible car ‘Soul’.
Adrian Hallmark, Jaguar’s vocal and opinionated Global Brand Director, said:
“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. Jaguar is a brand for luxury consumers who are contemporary and open-minded, sophisticated and daring, with a desire for authentic, high technology, aesthetic, independent brands. Our product lineup combined with the ALIVE brand direction will define Jaguar in the modern era.”
Sounds like a plan.