Jaguar unveils global 'alive' strategy

Jaguar: 'how alive are you?' campaign
Jaguar: 'how alive are you?' campaign

Jaguar has kicked off a global marketing campaign to relaunch itself as a brand that makes drivers feel "alive".

The campaign, by agency Spark44, part-owned by Jaguar Land Rover, introduces the luxury marque's "alive" brand positioning, which targets "contemporary and open-minded, sophisticated and daring" consumers.

The campaign's "machines" TV ad has already rolled out in a number of markets. It explains the development of technology and has a voiceover that warns of machines that want to "replace" people.

It then claims "there is one machine which makes us greater...which is alive as we are", before cutting to a shot of a Jaguar.

The ad ends with the brand's new strapline, "How alive are you?".

The brand-led TV ad is supported by product-led print and online activity. The campaign is set to roll out in the UK next month, with more local tactical activity.

It marks the biggest change to Jaguar's marketing since its acquisition by Tata Motors for $2.3bn in 2008.

Global communications director Ian Armstrong, who joined this year from Honda, said the campaign aimed to awaken "a sleeping giant".

He said: "Everyone is aware of Jaguar, but [this campaign will] attract some of that excitement and get away from a more mechanical approach.

"The TV spot focuses on that visceral moment when you press the ignition and the engine roars. We need to articulate what it is the brand stands for."

A new visual identity for Jaguar will also be unveiled at the Geneva Motor Show next month.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer