Jaguar: Creating an online luxury experience in latest ad campaign

As more and more companies, particularly luxury brands, shift advertising resources online, they are looking to microsites to associate them with an image or feeling, using rich media to capture the public’s interest in the luxury lifestyle. To this end, LuxeMont announced the launch of a new advertising campaign for Jaguar USA, to run on JustLuxe.com (http://www.justluxe.com/), LuxeMont's luxury-lifestyle Web publication that reaches affluent, high net-worth U.S. consumers.

Jaguar's campaign kicked off on JustLuxe.com in mid-March 2008. It is expected to create more than 20 million impressions for Jaguar on JustLuxe.com during its run. The extensive campaign, which will focus exclusively on the new Jaguar XF, includes banner ads, integrated video, pre-roll video and text links, as well as a microsite and a widget custom developed by JustLuxe.com. Additionally, the campaign includes a number of emails that will be sent to more than 250,000 of JustLuxe.com's upscale subscribers.

Below is my attempt to summarize the information you might need to start putting a story together.

Jaguar and their online media buyer, RGM, contracted with LuxeMont to develop an advertising campaign for Jaguar in general and their new car, the Jaguar XF, on http://www.justluxe.com/, a luxury portal with more than 400,000 affluent visitors per month. The online campaign consists of 10 different components from email marketing to LuxeMont’s database and banner ads to front-page video placement, numerous links to the Jaguar minisite, and a Jaguar/JustLuxe widget. Jaguar is to get 20 million impressions from this online campaign.

The components of the online campaign with JustLuxe includes the following:

Homepage/ROS Medium Rectangle (300 x 250 banner ads)
Homepage/ROS Superbanner (728 x 90 banner ads)
Microsite with custom Trip Packages
Jag sponsor Widget with luxury video and articles
Homepage Feature
Logo (Jag Logo throughout)
Exclusive PreRoll Video
Value Text Link
Homepage Feature Integrated Video
Non Exclusive Email Insertion
Exclusive Email

When you go the start page of http://www.justluxe.com/, you will see video and other prominent graphics featuring Jaguar. (If you go to this link, you’ll see what the front page will look like when the campaign launches – this is the front page from the old campaign: http://www.justluxe.com/sponsor/

Here is the link to the minisite: http://www.justluxe.com/jaguarxf

The overall theme of the minisite is one of Luxury, but not stuffy old school Luxury. It associated Jaguar with luxury experiences that are hip, for “people in the know.” It’s targeted at the Young Money crowd. Some of the themes: Eat at the top restaurants, go out to clubs/bars, appreciate art, design, innovators, first to market buying gadgets, luxury, “hot” travel destinations.Some of the goals that were communicated to JustLuxe before they built the site:* The XF represents “…one of the most visually striking, technically sophisticated and driver-oriented sedan cars that Jaguar has ever produced, the XF clearly demonstrates the forward-looking focus that now defines the Jaguar brand," XF Senior Designer Mgr. Wayne Burgess

* Increase awareness and relevancy of the brand to a wider segment of customers who may not have considered Jaguar before seeing XF

* Communicate that “THIS IS THE NEW JAGUAR.” Deliver a continuous presence for the XF in 2008 within passion points that are most relevant to the XF consumer such as travel, business/finance, sports, and luxury lifestyle/fashion. The sponsorship opportunities should have life beyond the online space and should extend to mobile, print, and integrated events where possible

* Reinforce Jaguar's repositioning as a relevant and desirable new fashioned luxury brand

* Build awareness for the XF, which is drastic departure from the current S-Type

* Allow consumers to build a personal and invested bond with Jaguar and the XF

* Drive traffic to the XF site This online campaign also offers a JustLuxe widget that can be dropped into people’s desktop pages, so that they latest marketing content information about the Jaguar XF, and other luxury items, automatically appear on their start-up pages.

http://video.justluxe.com/jaguar/widget1.html

Background on JustLuxe:

JustLuxé.com, a member of LuxeMont community on luxury web publication provides objective analysis and information to affluent consumers of luxury goods, services and travel through relevant content and our luxury resource guide, LuxeClassifieds.
JustLuxé provides content and insight into 20 categories that includes luxury travel, Yacht and Aircraft charter services, vacation real estate, fashion trends to name a few. Today, JustLuxe has three distinct sections; fine living, lifestyle and luxury travel and is valuable resource guide to the over 400,000 affluent consumers monthly.