• May 16, 2012

Jaguar Cars is launching a digital campaign in Europe using Vibrant Lightbox Video, an online advertising platform. The effort, via Jaguar's media agency Mindshare, puts video in usually-static contextual ads (those boxes that leap up when you mouse over highlighted text.)

The campaign, which runs in the UK from May to June, puts Jaguar’s new "Alive" TV spot in the box, plus display and audio.

Patrick Marcus, brand and communications manager for Jaguar, said the effort, which makes Jaguar the first to use Lightbox, will appeal to early adopters and technology fans who index for Jaguar. "We are particularly excited by the flexibility that the format offers in delivering multiple creative and relevant messages,” he said in a statement.

Vibrant is also doing the placement, culling from the roster of publishers that use its platform. When the ad launches the screen outside the video area dims for cinematic effect. The user starts the video, and the format is designed so users can ditch it if they don't want to be bothered.