JAGUAR
REPOSITIONING A LEGEND
While many know Jaguar as a British luxury car manufacturer, not everyone is aware that the marque has transformed itself with electric vehicles that are clean, green and yet still quintessentially Jaguar. BBC StoryWorks was tasked to help reposition this historic brand to target sophisticated drivers who seek performance, prestige and sustainability.
REPOSITIONING A LEGEND
While many know Jaguar as a British luxury car manufacturer, not everyone is aware that the marque has transformed itself with electric vehicles that are clean, green and yet still quintessentially Jaguar. BBC StoryWorks was tasked to help reposition this historic brand to target sophisticated drivers who seek performance, prestige and sustainability.
CHALLENGING PERCEPTIONS
With a brief to introduce affluent ‘Progressive Re-inventors’ in Singapore to the innovative Jaguar I-Pace, the team identified two territories: Establishing thought-leadership in electrification via content partnership / branded content, and demonstrating superior technology, engineering and design in ways that appealed to wealthy families.
MIRRORING
AUDIENCE VALUES
The BBC StoryWorks team discovered that ‘Progressive Re-Inventors’ are typically in their 40s or early 50s and married with teenage kids.
More than just affluent, many are perceived to be unconventional thinkers, while some are highly-regarded thought leaders.
LEADING
THE CHARGE
To communicate how electrification has redefined Jaguar, the team produced interview-led articles, a photo essay and a listicle. The articles alone received over 1.5m social media impressions.
Top performers were Myths and Facts, as well as Elegant Eco-consciousness (featuring Astrid Hill green residence). However, the longest dwell time was for the story of Esther An, recognised as a sustainability pioneer by the UN. After viewing the campaign, 80% of respondents said they would be proud to own a Jaguar.
