Created by full service localisation agency EMO, the campaign is delivered in bold and daring style, thoroughly in keeping with the new XF 2.2D. Targeting local business and fleet managers, the integrated campaign also speaks to drivers themselves - from senior management within SMEs to discerning professionals such as architects, lawyers, accountants and surgeons.
58,000 qualified SME business prospects will receive a premium mail pack, designed to incite desire among business professionals for the new Jaguar XF 2.2D, and prompt consideration for it as their next company car. The creative execution marks an evolution in the brand’s communications style, while messaging speaks to head and heart, with the promotion of both emotive and rational benefits.
Jo Hall, Account Director for Jaguar at EMO, says “We have pushed the traditional Jaguar tone-of-voice and created a more daring style of messaging. This is to grab the attention of this wider audience who may previously have felt Jaguar was beyond their reach.”
In shaping the campaign strategy, detailed planning and research was undertaken, examining the opportunity, targeting and key insights for this audience. The local business opportunity was identified and substantiated through EMO’s specialist consultancy programme. The consultancy process, unique to EMO’s client offering, considers customers, prospects and sales and revenue data in developing the right marketing recommendations, and delivers a granular approach to execution and message delivery.
The direct mail campaign is both centrally managed and dealer personalised, with mail packs directing the recipient to their closest Jaguar dealer. Striking imagery of the new XF 2.2D is made much of, and promotes the benefits most pertinent to the audience – a competitive finance offer, service, maintenance and repair packages, eco friendly credentials, cost efficiency, and of course, performance, luxury and style.
Recipients are driven to visit the newly developed corporate pages on their local dealer’s website – with the same pages acting as landing pages for online banner activity. Example: www.lookers.parkroyal.jaguar.co.uk/corporate Following receipt of the mail pack, recipients will receive a follow up call from their local dealer.
As the vehicle will not be available for delivery until September 2011, EMO have created a ‘Keep in Touch’ programme for respondents who express interest following the initial campaign. The programme will see EMO create a bespoke follow up email campaign which will be tailored according to response.
Adam Henderson, Dealer Marketing Manager at Jaguar, comments, “The Jaguar XF 2.2D is an exciting addition to the Jaguar offering and extends the range into the executive heartland of the 2000cc diesel Engine. Business professionals and the local business market are important sectors for Jaguar, as our vehicles offer such a strong proposition in terms of desirability and financial business sense.
"This highly targeted campaign allows Jaguar to talk directly with this audience in a way that is relevant to them. We recognises that senior business executives are extremely busy individuals, we also understand that while they have a high autonomy in their choice of company vehicle, they are acutely aware of the importance of every business purchase or overhead and therefore want to make the most prudent choice for both themselves and the business. With this in mind, this mailer not only gives them a preview of the prestigious Jaguar XF2.2D but also provides them with all the necessary corporate information.”
Nick Davies, Managing Director at EMO, adds, “The local business market represents the overlap area between personal choice and business decision. The senior professionals and business owners are extremely busy individuals, making it all the more important to deliver a campaign directly relevant to them. The challenge lay in creating and executing a campaign that would grab attention, generate excitement and deliver rational substantiation all in one.
"I believe this campaign addresses all these needs and more."
The direct mail campaign will be supported by press advertising (both national and regional), local dealer website activity, online advertising and email campaigns. The national SME online display adverts will include a within-banner dealer look-up function, to go live in June 2011.
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