Jaguar North America, which touted a great year and showed its F-Type Coupe at the North American International Auto Show in Detroit, has also unveiled its first Super Bowl campaign ever as well as the integrated program surrounding it.
The 60-second spot in the second half of the game is all about British villains and features Sir Ben Kingsley, Tom Hiddleston and Mark Strong. The ad, which is part of Jaguar's biggest campaign ever, introduces the F-Type through association with the idea that the British don't just make great sports cars, they also make great movie bad guys. Academy Award-winning director Tom Hooper helmed the spot.
A 30-second preview of the spot will debut online on Jan. 28 and will continue on digital channels throughout February. Jaguar also ran an ad starring Kingsley on CBS and Fox NFL Divisional Playoff games.
The campaign, via Spark44, Jaguar's dedicated agency and media agency Mindshare, has a comprehensive media plan. Out-of-home in the Big Apple includes a wrap about the F-Type on -- what else -- the F-Train (which could use some horsepower) via CBSOutdoor; wild postings; TV ad buys on BBC America, IFC and ESPN through the month; print ads in national lifestyle and auto buff books; banner ads breaking Jan. 20; and a BritishVillains.com landing page at JaguarUSA.com, hosting “in-character” five-second sound bites from the actors, who speak about Jag's high-performance R sub-brand. And the site has behind-the-scenes content around the making of the ad, all of which is linked to social media.
Mindshare is also behind a new real-time data program it will run for Jaguar during the game. Called “The Loop,” the multiple-screen dash will "monitor real-time consumer data and translate it into actionable insights, and, ultimately, rapid marketing decisions, or 'adaptive marketing,'" per the automaker.
Jeff Curry, VP Jaguar brand, explains to Marketing Daily that The Loop serves as a social channel designed to maximize outreach and engagement with consumers. "We worked with Mindshare to find ways to put a combination of people -- technologists from Facebook, Google+, Yahoo etc. and our our creative writers, digital teams and Jaguar marketing teams -- together to make real-time connections using #goodtobebad as a focus for the conversation," he says. Basically as people watch the spot on different screens Jaguar can talk one-to-one with people who want to engage with the brand -- and those who are most influential rise to the top on posts or Tweets in real-time, "and we can respond to them. And we can maximize and change the paid media mix in real-time."
He says putting Jaguar in the Super Bowl makes sense, given the competition and where the brand wants to be. "We are the British challenger brand to the usual suspects so we need to punch above our weight, take risks, and put our brand out there in a confident way." He points out that sales were up 41% last year, making it the number one major car brand in volume increase. "So we are at a real momentum point for the brand. It's a perfect moment to take brand to a wider audience."
Sports Illustrated will host "British Villains" ads on SI.com, and Jaguar will do a native advertising/content play there, with an original video series about infamous sports
villains. Jaguar says it will also have a program with Pandora Radio to invite subscribers to contribute to the GoodToBeBad Mixtape.
Curry says the campaign runs through July, encompassing the launch of the F-Type in late April, early May. "The narrative of british villains is a great way to bring to life that we are a modern British challenger and that's our place against big brands."