Jaguar Roars Ahead with Video Marketing - Insights
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Industry Leaders

Jaguar Roars Ahead with Video Marketing

by NewsCred

6 minute read

By Anastasia Dyakovskaya, NewsCred Contributor

At the rate of Jaguar’s rise, there’s every reason to be confident. Since its sale in 2008, Jaguar’s new leadership has doubled down its investment in marketing and new vehicle development – the highest marketing budget Jaguar has ever seen. As a result, sales are soaring. Last year the brand set annual sales records in 17 countries, including Brazil, China, Russia and India, selling 76,668 units in all – an unprecedented 42% more than the year prior. It’s a jaw-dropping surge in demand that’s propelled the company to the top major automobile in volume increase, making for “a perfect moment to take brand to a wider audience,” according to Curry. And that’s just what Jaguar’s done with its video marketing efforts.

Gone are the days in which only the upper crust could ever dare to dream of driving a Jaguar. With the onset of social media, the brand has realised that in order to survive and surpass in the current market, there needs to be a shift in the definition of luxury. The fence of exclusivity that once set such brands apart is ever diminishing in a landscape where anyone can find anything at the click of a button.

Jaguar has responded accordingly, and one of their most intriguing marketing strategies has been their push in video. Jaguar set its sights on a heavy rise in customers, many of which were bound to be of a younger generation; younger generation that spend hours on end watching videos on YouTube. Jaguar’s main channel on the platform, by the by, has 16,573 subscribers.

With a product like Jaguar’s, video is a clever play. Let’s take a look at how the brand makes the most of the medium and uses it to help humanize its level of luxury:

DESIRE

It’s not uncommon to hear of dwindling attention spans among us humans, destined to consume information in 30-second intervals. A new trend in online video, shows many brands moving in the direction of long format film production. Enlighten’s Creative Director David Rossiter says that the success of longer films shows that there is an audience for this kind of content, which in turn “affords marketers a larger artistic scope… [to] once again merge style with substance for a deeper, more memorable branded experience.”

Last April, Jaguar went for just that when it released the 13-minute-long Desire, which stars Golden Globe- and Emmy-winning Brit Damian Lewis, and was directed by the renowned Ridley Scott. Celebrity endorsements are nothing new when it comes to promoting products, and the premise of a Hollywood-esque marketing ploy may leave some skeptical. But, simply put, the video is fun and entertaining to watch. It has 287,724 views on YouTube (and counting), and audience feedback has been overwhelmingly positive (1,926 likes versus 49 dislikes) – which, as we know, means a great deal in the world of online commentators.

Lana Del Rey fans may also remember that in the months leading up to the release, Jaguar unveiled a music video featuring the starlet singing “Burning Desire,” which accompanies and plays throughout the film. The music video has 376,929 views on YouTube (3,036 likes versus 70 dislikes) and also serves as a fantastic ad for the F-Type, creating a definite sense of desire in viewers – for the girl, the car, or for both.

The two videos promote the same product in very different ways, and are a wonderful example of how the brand is attempting to reach a diverse audience by catering to various interests. At the end of the day, they show off the new Jaguar in all its glory, while appealing to wide range viewers through a pop-culture filter that’s quite enjoyable to watch.

YOUR TURN

The brand didn’t stop with the videos, however. The release was followed by a global ad campaign called “Your Turn,” which prompted viewers to register for their chance to test drive the new model via social media, using the #MyTurnToJag and #YourTurnBritain for UK audiences.

The brand’s parallel social media campaign, which spanned across platforms like Facebook, Twitter, Instagram and even Vine, encouraged users to celebrate the best of modern Britain, and illustrated how willing Jaguar’s fanbase was to publicly endorse the brand. With original content paired with user-generated media, Jaguar’s efforts succeeded in bringing them closer with their audience while inspiring dialogue among fans, as well as that “desire.”

The video marketing rollout was accompanied by a whole new series of shorts that continued to highlight the F-type. Unlike regular folks, celebrities didn’t have to wait too long for their turn to drive. Programmes like “My Turn, My Town” and “Backseat Stories” featured celebrities test-driving the new car around their home cities and giving interviews in the comfort of the Jaguar’s luxe interior. Back in the UK, #YourTurnBritain continued its celebration of the UK with videos featuring some of the nation’s standout individuals, including Jamie Campbell, Alice Temperly, Graeme Swann and Jimmy Anderson.

Most of the videos are brief and some are often quite funny with a quirk here and there, working to further show that the brand doesn’t take itself too seriously (30 Rock’s Jane Krakowski and Tracy Morgan were an interesting choice, for instance).

#GOODTOBEBAD

In line with its quest to reach the broadest possible audience, for the first time in Super Bowl history, Jaguar ran a 1-minute-long ad during the second half of the big game. The sporting event attracted an average of 111.5 million viewers, making it the most-watched American television programme in history. To top it off, the ad has 11,528,722 views on Jaguar USA’s YouTube channel.

The #GoodToBeBad campaign, which extends through broadcast, video, outdoor, print, digital events and various media partnerships, was designed promote the launch of Spring 2014’s F-Type Coupé. The brilliant ad was directed by Oscar-winner Tom Hooper and stars Sir Ben Kingsely, Tom Hiddleston and Mark Strong as three villains, who take turns making sense of Hollywood’s fascination with British baddies. Style and power run the narrative, alongside a careening Jaguar F-Type Coupé – a villain’s car of choice, apparently.

Jeff Curry, Jaguar’s North America brand VP, explained: “The narrative of British villains is a great way to bring to life that we are a modern British challenger […] to the usual suspects, so we need to punch above our weight, take risks, and put our brand out there in a confident way.”

The #GoodToBeBad campaign extends far beyond the Super Bowl ad and its many viewers. Creative partnerships with the likes of IFC and Sports Illustrated, for example, ensure that Jaguar’s message reaches an even more varied audience, including cinephiles and jocks. Beyond the big, bad Brits, Jaguar’s other video efforts seem ever expanding as well: Behind-the-scenes footage for tech-lovers, inane Jimmy Kimmel promo videos for comedy geeks, home movies from users whose grandfathers happen to own a Jag… Suddenly Jaguar’s become something for everyone, and there might just be some luxury in that.