Taking a daring approach to lead generation to create Jaguar’s most successful retailer campaign ever.
Tipping convention on its head by taking competitor vehicles to a dealership.
A joined up campaign that used competitors logos to confidently challenge the marketplace.
The XE was a new product in a fiercely competitive sector and research shows people are becoming less inclined to visit car showrooms. We needed to do something different. Jaguar wanted to create a ‘sales weekend’ for the Jaguar XE compact saloon, with the objective of increasing enquiries and showroom footfall during its peak sales month.
The XE has won multiple awards, which meant we were confident in its capabilities. So we invited customers to visit their local Jaguar Retailer and compare the XE alongside the BMW 3 Series, Audi A4 and Mercedes C Class. This was ground-breaking stuff on a large scale with the event taking place simultaneously across all 83 mainland UK Jaguar Retailers. The creative concept was even more daring. We placed BMW, Audi and Mercedes logos (which are all circular) alongside the Jaguar XE Challenge lock-up, with the headline ‘The award-winning Jaguar XE. Squaring up to the circles.’
The campaign featured a combination of direct, digital and social channels and was amplified through radio, OOH and PR.
Jaguar reported 1,112 XE enquiries for the campaign period (double the usual weekly total) and over £2m of directly attributed sales to date – an ROI of 4:1. Our campaign also won the MAA consumer product/effectiveness award.