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CASE STUDY: Jaguar & Times Online - "Gorgeous" Campaign

Provided by News UK
Campaign proven cut-through: spontaneous awareness 181% lift, 178% online ad awareness plus positve brand favourability.

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

CAMPAIGN OBJECTIVES - 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

What was the Solution?

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 celebrity interviews. - 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.

What were the Results?

CAMPAIGN RESULTS 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.

What were the Key Learnings of this Campaign?

"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. CAMPAIGN SUMMARY - 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.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 men aged 18 - 54. Times circulation of 600,962.
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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