Ogilvy & Mather: The full program for the new JAGUAR XE
With the launch of the new XE, Jaguar wants to establish itself in the premium mid-size sedan segment and challenge Audi, BMW, Mercedes & Co. Ogilvy & Mather pulled out all the stops for the launch campaign.
The new Jaguar proves that it absolutely has what it takes, not only with its elegant and compact design, but also with the vast amount of innovative technologies that make it a serious challenger to Audi, BMW, Mercedes & Co. To effectively present the model as just such a challenger, Ogilvy & Mather pulled out all the stops for the launch campaign: from customer mailings to full-page advertisements and regional and local dealer ads to the launch poster and a special large-format poster at the airport:
As much attention was paid to the design of the car as to its pioneering interior. Thus, the new Jaguar XE was staged from the outside in as well as from the inside out, with the aim of inspiring as many interested parties as possible to take a test drive with a Jaguar specialist.
The result is a coherent campaign that appeals both to potential customers who are convinced primarily by technical arguments and to those who are guided more by aesthetic considerations when choosing their new car.
Responsible at Jaguar Land Rover Switzerland: Stephan Vögeli (Managing Director), Karin Held (Deputy Director Marketing, PR & Sponsoring,) Mario Montanari (Communications Manager).
Responsible at Ogilvy & Mather: Thomas Bolliger (CD), Marcel Elsener (text/concept), Tino Heuter (art direction), Gaby Zimmerli, Lisa Apolloni (consulting), Sascha Isenschmid, Filippo Salmina (desktop).
