Jaguar revealed this week details of its global advertising and marketing campaign called "Your Turn" to support the launch of its first new true sports car in over 50 years.
The commercials were designed to advertise the 2014 F-Type: a two-seater, convertible sports vehicle which was designed to focus on performance, agility, and driver connection according to Jaguar.
"We have built on Jaguar's sports car heritage which stretches over 75 years, and in the F-Type we have reignited the flame," said Adrian Hallmark, Global Brand Director of Jaguar. "The Jaguar F-Type sports car, not designed to be like anyone else's sports car, is ultra-precise, powerful, sensual, and most of all it feels alive. The campaign perfectly embodies all Jaguar's values."
The global campaign will include: integrated activity across TV, cinema, print, digital, mobile, tablet and social media. Spark44, the main strategic communications partner for Jaguar, was responsible for the creative positing and strategy according to Jaguar.
The U.S. execution of the global campaign will focus on TV and digital with some integrated print executions with personalities that might appeal to a more "youth-minded" audience between the ages of 25-54.
"The integrated campaign strives to engage customers with an emphasis on the F-Type vehicle's performance, sound, look and feel," said Joe Torpey, Communications Manager, Jaguar North America. "The media plan speaks to the car's personality via partners like ESPN and has live elements with integration of the vehicle in motion."
The first commercial, "Great Expectations" is the first of two spots, and aired this weekend during the season finale of ABC's "Once Upon a Time." At the end of the commercial, viewers were asked to go to Twitter and use the hashtag #MyTurnToJag to experience a test-drive of the F-Type sports car.
The #MyTurnToJag is a social media contest where Jaguar enthusiasts and social media fans can submit a story explaining they it is their turn to drive the new model. Four winners will be selected based on their submissions. Over 50,000 people have already expressed their interest in driving the vehicle.
"This is the most exciting, and important marking launch for Jaguar in many years driving us to create a highly engaging approach to market and bringing consumers into the experience," said Torpey.
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