Jaguar has acquired advertising spots in the biggest (American and) worldwide marketing stage of all, the “Super Bowl”, which begins February 2nd 2014.
Indian owned brand Jaguars’ marketing strategy has entrusted the American market as its prime target for the longest while but now it plans on backing the surge to conquer the US market through its British heritage.
The brand has announced its first television advert during the Big NFL Game on February the 2nd on Fox, trough massive social media promotion before and after. Jaguar plans unto a spot for the new F-Type Coupe with famous British actors displaying particular British villainy, as an allegory for how ‘Coupe’ is supposed to be a ‘Brit bad boy’. Thus, taking the sales away from the more established luxury competition.
Jaguar also catered the international market by integrating its brand name in the short film ‘Desire’.
For now, the recent integration of the brand in Super Bowl XLVIII (2014), Jeff Curry North America CMO comments upon investing about $4 million for 30 seconds advertising spot.
“But for us it felt like the right moment in time because of the fantastic range of new products that we have. And we’ve seen great sales growth.”
Ever since Tata Motors acquired Jaguar and Land Rover from ‘Ford’ back in 2008; both the brands have seen a gradual rise in the US market and consequentially the global market as well.
Jaguar is previewing an temporary TVC this week, titled “Disruptor,” which is programmed to air on November 10 during the British Academy of Film and Television Arts, Los Angeles.
Jaguar Britannia Awards can be seen on BBC America, with another screening planned for this weekend during the NFL games – reportedly which will feature “a glimpse of the bad-boy meme interrupting an existing Jaguar ad.”
Jaguar seems to not only be lavish in their advertising expenditure but also comparatively more courageous than most of the other Indian owned International brands.
“It’s a fun way,” Curry said, “to jump into” the Super Bowl derby.
