Confidential ©2016JAGUAR IMPORTED CARLINE ALWAYS-ON CAMPAIGNInsight Shanghai2016.03
CONTENT•Strategic Analysis•Communication Overview•Detailed Implementation•KPI & Team Structure
STRATEGIC ANALYSISBRAND EXPRESSION
STRATEGIC ANALYSISCOMPARING PRODUCT ATTRIBUTES WITH COMPETITORS1. Dealer Telephone Survey2. F2F conversation with Ray3. Product analysisExhilarating performanceThe Best 0-100km/h acceleration in the segment, even faster than F-TYPESports car suspensionThe same level suspension system as BMW 5, let alone BMW 3State-of-art TechnologyTorque Vectoring by braking: available on high-equipped Porsche 911, but standard on XEClass-leading dynamicsThe 0-100km/h acceleration beats A8L and S ClassSounds exciting The roar of V6 and V8 engines, plus the active exhaust system effect Looks perfect The most beautiful Jaguar everTheF-TYPE SVR will be launched in Mar. V6 and V8 engines, plus the active exhaust Driver focusedTorque Vectoring by braking: available on high-equipped Porsche 911, but standard on XELuxury interior styleXJ ranks the 1st in terms of interior design in the online survey of Autohome.com # Strong Sports Gene # Performance Range# Reflects the Driving Pleasure of Jaguar
STRATEGIC ANALYSISCONCLUSIONBring the creative expression of Art of Performance alive bystrengthening understanding of performance and emphasisingthe driving excitement brought from Jag products
COMMUNICATION STRATEGY6•Use the core expression of Art of Performance to create tailored stories for each individual line.
STRATEGIC POSITIONING 3 INDIVIDUAL MODELS UNITED BY THEIR PERFORMANCEThe luxurybusiness sedan“顶级奢华商务座驾”The pure sports car“至美跑车”The four-door sports sedan“跑车级四门轿跑”
CORE MESSAGESThe luxury business sedan“顶级奢华商务座驾”The pure sports car“至美跑车”The four-door sports sedan“跑车级四门轿跑”AluminiumTechnologyHandling ExperienceRWD & AWDShared TechBrand SpiritThe Art of PerformanceMessageSignificanceXE # STAR PRODUCTXJ # FLAGSHIPF-TYPE # ICON•Technology inspired by F-TYPE•Outstanding performance which can beat the competitors in the segment•Jaguar family look•Class-leading aluminium tech•Both XJ driving and riding experiences are distinctive in the class •Luxury and elegant design•The most beautiful sports car ever•Inherit the Jag racing legendary
Confidential ©2016CELEBRITY SKILL CHALLENGEHighlight: Agility & Drivability6-MONTH CAMPAIGN AT A GLANCETIMELINE040506070809XFL BJAS RevealXFL Launch EventF-PACE LaunchCampaignF-PACE Global R&DF-PACE National R&DXFL National R&DCDASOVERVIEWCADENCEAlways onTRILATERAL TEST DRIVEHighlight: dynamics of big carLUNCH WITH ELITEHighlight: Luxury, craftsmanship and premium SPORTS THEMED CONTENTPERFORMANCELONG-EXPOSURESHOOTHighlight: Family light designEXTREME CHALLENGEHighlight: British cool and fastCAR CLOTH IDEA COMPETITION Highlight: DesignSEDUCTIONEXCITE THE SENSES HOT TOPIC
Confidential ©2016PERFORMANCE AND SEDUCTIONXE / XJ / F-TYPE10
XECELEBRITY SKILL CHALLENGE...
