CASE STUDY: Engaging Jaguar fans with mobile advertising
Provided by Internet Advertising Bureau
Jaguar wanted to communicate the vehicle's break through styling and unique features to a high end target audience.
What was the Challenge / Background of the Campaign?
When car manufacturer Jaguar launched their new XF luxury Sedan in the US market, they decided to do it with a major mobile advertising campaign. Jaguar wanted to communicate the vehicle's break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income.
What was the Campaign Objective?
To promote the features of the high end Jaguar XF car, educating consumers about what the car has to offer through engaging media.
What was the Solution?
The campaign used banner ads to drive traffic to a special mobile site. The mobile site provided a lot of information about the Jaguar XF, as well as several ways for the customer to engage with Jaguar. High quality images of the car and videos were crucial to the campaign due to the high end nature of the product. Visitors could download wallpaper for their phone and also link through to the website to book a test drive.
What were the Results?
12,000 videos and 18,000 wallpapers downloaded. For users who visited beyond the homepage, the average dwell time was 2 minutes. 1.2% of users requested an email brochure by entering their email address into the WAP site and 2.6% located their nearest dealer to arrange a test drive.
What were the Key Learnings of this Campaign?
Engaging high quality content was crucial to this target market. The major benefit of mobile media it is instantanious- test drives could be booked from mobile phones. Having alternative options for providing more information proved successful as consumers could choose what suited them. In this instance brochures were available, test drives could be booked or contact details could be submitted.