2008 Automotive Winner

TITLE: Luxury Experience Re-Engineered
AGENCY: Bellamyhayden
CLIENT: Jaguar

Sponsored by

OBJECTIVES
Although considered in the top three most “luxurious” car brands, Jaguar’s defining characteristic was “old fashioned”. Bellamyhayden’s task was to reposition Jaguar for a new audience, launch the new XF in the Australian market and fill the pre-sales order target prior to the 2008 sale date.

The budget was niche and the identified target audience was a generation younger than the traditional core buyer and not “overt” car people. Bellamyhayden needed to get this audience to swiftly and acutely reappraise Jaguar.

CAMPAIGN
The solution was “Luxury Experience Re-Engineered”, creating an authentic platform for Jaguar to express true
new-fashioned luxury for a new audience. Experiential was the primary channel. Exclusive event experiences, draped with the unique personal styling of a Jaguar, gave the brand a platform to invite the audience to engage.

Seven events across the country drew together the best of talent and content. They were designed for talkability and the events led to genuine mainstream PR. Other channels, including print and online advertising, were used to broadcast the event series and filtrate
interested conquest audience prospects to the uniquely created XF website for further immersion and through to the events.

RESULTS
The ultimate result for Jaguar –pre-sales orders for the FX were exceeded by 108%.

Judge's Comments
When it comes to luxury brands, personal tailoring is back! Jaguar reached its target by leveraging event partnerships that typified this insight, causing instant reappraisal of the Jaguar brand.