Campaign proven cut-through: spontaneous awareness 181% lift, 178% online ad awareness plus positve brand favourability.
Times Online launched an entirely new editorial vehicle and innovative promotional concept for Jaguar's "Gorgeous" campaign. The campaign catered for audience demand and proved a signifi cant increase in all brand metrics.
- Increase awareness of Jaguar's brand among Men ABC1, aged 18-54.
- Change audience's perception of Jaguar being a "car brand" to a "luxury brand" via a "Gorgeous" themed concept.
- Increase likelihood of purchase consideration of a Jaguar in the future.
WHY TIMES ONLINE?
- An exceptionally affluent audience mirrors Jaguar's target audience profile.
- An innovative approach - a creative breakthrough for Times Online and in the online newspaper advertising industry.
- Ability to reflect Jaguar's own advertising with subtle branding
TIMES ONLINE SOLUTION
- "Select" - a page-turning online magazine (E-zine), created exclusively for Jaguar, including content focusing on luxury and all things "gorgeous" from investment jewellery and top destination holiday properties to
- Select E-zine combines technical wizardry with stunning and innovative design and glamorous photography, interviews, style and shopping suggestions.
- This was complemented with co-branded banners and skyscrapers across Times Online.
All brand metric measurements saw a significant increase, particularly:
- Spontaneous awareness - users exposed to campaign were more likely to recall Jaguar brand when thinking of luxury car brands.
- Advertising awareness - exposed users were more likely to recall Jaguar advertising on Times Online, proving campaign cut-through.
"Times Online's concept for the E-Zine has helped Jaguar in their desire to be perceived as not just a premium car brand but a luxury brand. They have
dramatically demonstrated the new creative in a memorable and impactful way." - Claire Valoti, Business Director, Mindshare Interaction.
- Times Online created a bespoke product for online branding.
- The campaign achieved significant increases across all brand measurement metrics.
- Campaign objectives were achieved. Awareness increased among the target audience; brand perception was changed.