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Leadership in Car Design makes Jaguar strong in Korea

Cross-media program with Jaguar Director of Design Ian Callum tells a powerful story how the Jaguar XJ came to life.

Results

3 m

reach on Facebook

602

articles

800%

higher web traffic

Jaguar had no easy task when it set out to conquer the Korean market. Relatively young and unknown, Jaguar not only had to face a strong competition but also build itself from the ground up in regards to convince the market with technology, quality, safety and reliability.

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Breaking through these barriers is a tough nut to crack in a market were those features are associated with the three leading German automotive brands. In addition, cultural differences and how the local audience reacts to Western campaign storytelling, Jaguar needed to find its unique tone of brand voice to stand out. And it did.

Image of Advertising, Brand Strategy and Planning, CRM, Data Planning and Analytics, Experience Planning and Design, Integrated Marketing, Social Media Case Study - Spark44

Starting on social, Jaguar has gotten a track record that skyrocketed its Facebook fanbase within a short period of time speaking directly into the heart of the Korean audience. Bold advertorial decision brought Jaguar on the map in the speed of light. Now one of the strongest markets for the brands – the young legend must continue to tell its story.

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To promote the New XJ as the flagship vehicle of the Jaguar brand, compelling positioning with bold statements were in order. Using a surprise element for the brand building campaign we included Jaguar Director of Design Ian Callum and his unique success path in the key messaging of the Jaguar XJ

A cross-media communication concept to amplify the ‘Rare And Meant To Be’ global campaign was developed. The Design Masterclass with Ian Callum was born. Culminating in a week long ‘XJ Rare Design Studio’ lecture series in Seoul, Ian Callum’s unique design philosophy of Jaguar cars – above all the XJ – were spread through social media and PR channels in the weeks prior. The resulting buzz was utilised to activate a targeted CRM campaign to get RSVPs for the highly coveted event in advance. During the lecture series, owners, design students, press and retailer owners created UGC which amplified the activity organically.

A TV commercial leveraging highlight footage from the event was launched after the lectures. A series of three videos were posted on Facebook and YouTube further enabling familiarity and appeal by making the most of the event assets and launch a new generation niche model by using an authentic and credible brand spokesman – Jaguar Director of Design, Ian Callum.

Capabilities

Advertising, Brand Strategy and Planning, CRM, Data Planning and Analytics, Experience Planning and Design, Integrated Marketing, Social Media

When broadcast news pick up your campaign theme you know that you are onto something

Eric Chung, Brand Director, Jaguar Land Rover Korea.