The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Jaguar EMO

Jaguar mailpack campaign targets female drivers

Author

By The Drum Team, Editorial

August 11, 2011 | 3 min read

An integrated campaign has been launched by Jaguar, aimed at promoting its XK model range to female drivers.

The campaign, by EMO, encourages engagement with the brand, and will also look to generate leads for local car dealers through the use of mailpacks and dealer websites.

The mailpacks have each been personalised and addressed from each recipient’s closes Jaguar dealer, highlighting the benefits of the car range which will be of importance to female drivers.

Recipients are encouraged to respond through registration pages on Jaguar dealer websites. Registering on each site provides details that will be used for future campaign planning and targeting, with a follow-up email campaign also set to run.

A selection of leads will also be invited to a track day, where they will be able to experience a range of Jaguar models.

Adam Henderson, dealer marketing Manager at Jaguar, commented: “The female market is incredibly important to Jaguar and we are confident that with its innovative combination of style, luxury, performance and practicality the XK will really appeal to women. This campaign has allowed Jaguar to talk to this audience in a creative, premium and engaging way. Our Dealers have been briefed by EMO on the campaign and are expecting a great response to the mailing.”

Nick Davies, managing director at EMO, added: “Our expertise lies in localisation, whether through addressing the immediate local market or helping our clients directly target specific audiences. All too often marketers are faced with having to make a compromise and aim their marketing message right down the middle in their attempt to appeal to both men and women. By directly targeting women drivers in a tone and manner that’s appealing and addresses their needs, Jaguar will be able to build qualified leads and relationships and - ultimately - maximise on ROI.”

Jaguar EMO

More from Jaguar

View all

Trending

Industry insights

View all
Add your own content +