DMNews: Jaguar Aims to Make $60K Buying Decision Easy
Mickey Alam Khan gives a detailed look at how Jaguar tried to address some negative aspects attached to its brand (who hasn't heard of their lack of reliability?) with a pre-launch campaign that started five months before availability of their new XJ sedan. Online played a significant role in the mix: "Jaguar's thenewxj.com has a crucial role in sustaining consumer interest in its new flagship. The site generated roughly 10,000 e-mail leads, or half of the leads overall. The rest came from business reply cards, auto shows, events and brochure requests."
This is interesting from a integrated planning perspective. However, despite the pride displayed by the agency which created the site, I'm really not sold on their "full-screen popup with sound" execution, and contrarily to what they claim, I don't think this is the "medium [as it] evolves." I can resize my browser myself, thank you, and by the way, I'm using a PC and not a TV precisely to be in control and have the ability to multitask. If you have to grab attention through technical means, may I suggest there might be a problem with your message?
