Jaguar has created an integrated campaign that targets female drivers with its aspirational XK model range.
Created by full service localisation agency EMO, the campaign introduces the luxury performance vehicle and encourages engagement with the brand, while generating leads for local dealers and exciting women drivers about the idea of buying a Jaguar XK as their next car. 11,000 qualified prospects - women aged between 35 and 60 with an annual income in excess of £75,000 – will be sent a premium mailpack, enticing engagement with the line, “For a first class trip anywhere in the world ... a test drive in a Jaguar XK could be just the ticket.”
Each mailpack is personalised and addressed from the recipient’s closest Jaguar dealer, as identified by EMO. The pack is designed to draw out the benefits of the XK that are particularly important to female drivers, while whetting the appetite for luxury with the prize of Club World tickets, the British Airways premium travel option, to and from any destination on the British Airways mainline long haul network.
Recipients are encouraged to respond via unique registration pages on Jaguar dealer websites, created specifically for this campaign, for example: www.guysalmon.ascot.jaguar.co.uk/firstclass As part of the registration process respondents will provide information that’ll prove invaluable for future campaign planning and targeting.
Relevant data will be forwarded to local dealers for bespoke follow up, while a follow-up email campaign will be tailored according to response. The final element of the campaign will see a selection of the most qualified leads being invited to an exclusive track day, where they’ll be able experience the Jaguar line-up, including the XFR, XKR-S and the XF3.0 litre Diesel S on the track.
Adam Henderson, Dealer Marketing Manager at Jaguar, comments, “The female market is incredibly important to Jaguar and we are confident that with its innovative combination of style, luxury, performance and practicality the XK will really appeal to women. This campaign has allowed Jaguar to talk to this audience in a creative, premium and engaging way. Our Dealers have been briefed by EMO on the campaign and are expecting a great response to the mailing.”
Nick Davies, Managing Director at EMO, adds, “Our expertise lies in localisation, whether through addressing the immediate local market or helping our clients directly target specific audiences. All too often marketers are faced with having to make a compromise and aim their marketing message right down the middle in their attempt to appeal to both men and women. By directly targeting women drivers in a tone and manner that’s appealing and addresses their needs, Jaguar will be able to build qualified leads and relationships and - ultimately - maximise on ROI.”
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