Jaguar - Get Behind the Wheel by Manipulating the Reel

Background

The Jaguar F-TYPE had undergone a refresh for the first time since its launch in 2012 and Jaguar felt that was the perfect opportunity to appeal to a younger audience.
The target audience for the F-Type is 35-54 year old males – about 10 years younger than the average Jaguar owner. Jaguar wanted to entice and excite this younger target audience to secure them as ‘Jaguar drivers of the future’.

Driving the F-TYPE is a pure sensory experience, one Jaguar prides itself on and this thrill need to be brought to life in a captivating and distinctive campaign.
Jaguar wanted to harness the emotional power of sound to connect its younger audience to the excitement of the unique Jaguar drive. It aimed to provide a stimulating experience, putting audiences ‘behind the wheel’.
Cinema was recognised as a channel that could deliver multi-sensory impact and would allow Jaguar to create a truly disruptive experience.
Jaguar split its 50” spot into three bespoke sections: a 5” sound-only sting, a 15” hijack of the BBFC’s film classification notice and a 30” stunning visual to break sound barriers using pioneering Dolby Atmos technology.
The cinema activity ran in specific titles - including Alien: Covenant and Wonder Woman - cherrypicked for their relevance to Jaguar’s target younger, premium audience. Alongside cinema, out-of-home was also used with Jaguar dominating sound in pedestrian tunnels at Waterloo and Kings Cross station.