Jaguar revs up campaign for sports car with Spark44
Jaguar is set to unveil a global advertising campaign for the launch of its convertible sports car, the F-TYPE, with Spark44. The ‘your turn’ campaign is set to break in the UK on Monday with a teaser campaign, before it launches on 25 May, and will run through to July 2013. As well as the UK, the campaign is set to roll out across mainland Europe, China, North and South America, EMEA and Asia Pacific. Adrian Hallmark, global brand director of Jaguar, said: “We have built on Jaguar’s sports car heritage which stretches over 75 years, and in the F-TYPE we have reignited the flame. 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.” As well as TV, the campaign is set to include cinema, print, outdoor, digital, mobile and tablet, as well as experiential and social media. Simon Binns, managing director at Spark44 London, added: “The ‘Your Turn’ campaign is a provocative and surprising invitation from a premium sports car brand. The goal is to introduce Jaguar to a new audience with communications covering multiple customer touch-points, and will continue to build on the Jaguar brand’s ‘Alive’ positioning.” Media planning and buying is managed by Mindshare.