Drive It
Like A Jaguar
Like A Jaguar
the inspiration
Jaguar performance without compromise. Now Available in Diesel.
People were unaware that Jaguar offers diesel, which provides equal performance with better fuel economy than petrol engines, but many US consumers have either a poor perception of diesel or believe diesel engines belong at the state fair grounds.
In any case, we were tasked with having to increase awareness around Jaguar’s new offering and drive interest via cross-channel communications, leveraging the British wink and wit tonality.
People were unaware that Jaguar offers diesel, which provides equal performance with better fuel economy than petrol engines, but many US consumers have either a poor perception of diesel or believe diesel engines belong at the state fair grounds.
In any case, we were tasked with having to increase awareness around Jaguar’s new offering and drive interest via cross-channel communications, leveraging the British wink and wit tonality.
Upon much initial conceptualizing, motoring journalism came to mind...
concept overview
We’ve all seen the television car series: a car enthusiast talks engine and horsepower, gets inside a car, tells the viewer "distinct" or "funny" characteristics as it's artful performance is unveiled after hitting a set of switchbacks.
With Jaguar, driving is intuitive, responsive and connected to the car. It’s almost crass to have a film to show or instruct you to drive a diesel vehicle. But it still remains while the engineering is diesel, the driving is remains distinctly Jaguar.
With Jaguar, driving is intuitive, responsive and connected to the car. It’s almost crass to have a film to show or instruct you to drive a diesel vehicle. But it still remains while the engineering is diesel, the driving is remains distinctly Jaguar.
We did not need to take on clean diesel education, but rather appeal to the demand for diesel performance vehicles in the U.S. For those who truly yearned for a British driving experience.
how it worked
Jaguar drivers know that we don’t really need another episode showcasing diesel performance. And diesel drivers are already sold on, well, diesels.
However, these understatedly British How-To episodes will simply present the obvious yet displayed in such a way, that it will seem like you can only do this type of spirited driving with a Jaguar diesel. Let's see how Ben Collin's would drive these vehicles, shall we?
JAGUAR DIESEL XE
"OFF-THE-LINE ACCELERATION" | YOUTUBE CUT & CAPTION
"OFF-THE-LINE ACCELERATION" | YOUTUBE CUT & CAPTION
A SKEPTIC MAY ASK, SO WHAT'S GOING TO HAPPEN TO ALL MY HORSEPOWER?
Low-RPM torque is important for off-the-line acceleration.
Auto makers have found that drivers love torque – in pickups and in cars. Step on the gas and go.
A diesel-powered car has brisk acceleration and passing power.
Low-RPM torque is important for off-the-line acceleration.
Auto makers have found that drivers love torque – in pickups and in cars. Step on the gas and go.
A diesel-powered car has brisk acceleration and passing power.
JAGUAR DIESEL F-PACE
"USE THAT TORQUE" | YOUTUBE CUT & CAPTION
"USE THAT TORQUE" | YOUTUBE CUT & CAPTION
BUT, IT THE HANDLING QUITE SLUGGISH AND SLOW?
When you have greater torque while behind the wheel, you're enabled to minimize gear changes
and maintain control at lower speeds. So without putting too much on the throttle, you still have power to make a measured move.
A more relaxed driving style shall we say?
and maintain control at lower speeds. So without putting too much on the throttle, you still have power to make a measured move.
A more relaxed driving style shall we say?
JAGUAR DIESEL XF
"ALL ABOUT RANGE" | YOUTUBE CUT & CAPTION
"ALL ABOUT RANGE" | YOUTUBE CUT & CAPTION
THOSE DIESEL PRICES LOOK HIGH?
Modern diesel engines are fitted with particulate filters to trap harmful emissions.
These are designed to self-clean, or regenerate, at high speeds. Also, even though it often costs more than gasoline,
it contains more potential energy, so less diesel is required in terms of fuel to accomplish the same amount of work.
These are designed to self-clean, or regenerate, at high speeds. Also, even though it often costs more than gasoline,
it contains more potential energy, so less diesel is required in terms of fuel to accomplish the same amount of work.
print ads
Tier 3 print ads were created uniquely for the North American market speaking to the landing of new diesel inventory for retailers and their communication needs.
SOCIAL CONTENT
SERIES
SERIES
In addition to posting our online videos across Jaguar social feeds, we framed up hero portions of the videos to highlight the fact that you don’t need to compromise performance when choosing Jaguar diesel.
And Ben's instructive commentary moments.
And Ben's instructive commentary moments.
BTS & Still Photography
During the aggressive production days, we took advantage of vehicle downtime in order to capture North American diesel assets and additional Ben Collin's content to distribute across paid and organic social
STRATEGIC planning
We mapped out every asset ahead of time, even when it came down
to module images for Jaguarusa.com.
We storyboarded each vignette and developed a social user strategy
to get the right messaging in front of the right diesel enthusiasts.
to module images for Jaguarusa.com.
We storyboarded each vignette and developed a social user strategy
to get the right messaging in front of the right diesel enthusiasts.
