A pleasure of many

A Pleasure of many

A pleasure of many?

The Secret Pleasure of a Few

Where we are now?

JAGUAR is a brand with prestigious heritage

But:

In a market saturated with luxury cars, the brand has a low share of voice

There is a lack of brand awareness

We need to make the brand as cool and relevant as it was in the 60´s

Buzz words surrounding the brand

ClassicDifferent

Exclusive

Premium

Elegant

Individual

English

Distinctive

StatementLuxury

Unique

Indulgent

Current Brand Associations

Luxury

Heritage

Statement

Individuality

A couple of the negatives in the current situation

Jaguar are selling just over 1,200 cars a year in France

Jaguars are seen as indulgent

Some positives in the current situation

Jaguar are selling just over 1,200 cars a year in France

We think this is a strength, not everyone has what it takes to drive a Jaguar.

Jaguars are seen as indulgent

Good. It´s an indulgence we encourage

How are we going to give Jag it´s swag back?

The Concept

THE SECRET PLEASURE OF A FEW.

Do you have what it takes to drive a Jag?

Jaguar Database

Bespoke DM

GSM Box

´Do you have what it takes to drive a Jag?´

Click yes – personal call from a Jaguar dealer with an invitation to have a test drive

Jaguar Owners Club members will recieve the same box but it will say ´Do you want to let your friends in on your secret pleasure? Send this one to some one who has what it takes to drive a Jag.

Prospects

Email with the subject line ´Do you have what it takes…?´

Seducing people with a simple idea

Main body has the click yes or no functionlity

Click yes – personal call from a Jaguar dealer with an invitation to have a test drive

Test drive is where we able to sell the perfomance and innovation of the Jaguar

Press Activity

Email - ´Do you have what it takes to handle a jag?´ on an exclusive date

Click yes – receive a call to confirm attendance

Picked up in Jaguar and taken to the Zoo

Press Activity

Press Activity

The press will have to walk a Jag around (controlled environment)

´How alive are you?´followed by a Jaguar Test drive

Social Media

Videos of the press event on YouTube

´Do you have what it takes to drive a Jag´ Facebook app which features as series of questions which focus on what you want from a car (performance / innovation and craftmanship) and lifestyle preferences – at the end of the quiz, you will be directed to the Jaguar model that represents your choices.

If you share on your page, you can be entered in to a competition draw to win a test drive or invitation to an exclusive event

Recruit from within – Loyalty Scheme

2,300 Jaguar Owner Club members to be used as brand ambassadors

Encourage members to introduce their friends to Jaguar

Bespoke Jaguar Owners event which each JOC member can invite a friend to see the benefits

Give a free test drive to someone you think has what it takes– If your friend buys a Jag, they join the Jaguar Owners Club and the referee gets a

Gold Membership where they can enjoy top end exclusive events such as Cooking class weekend with famous chef in Relais et Chateaux or private vernissage of new exhibition by famous avant-garde artist

Another idea on exclusivity

As mentioned before, Jaguar only sold 1,200 cars in France last year

What does this say about the 1,200 people that chose to buy Jaguars last year?

They have a taste for luxury

They want to make a statement

They don´t want to be one of the 10,000 people driving a BMW or Mercedes

Make our weaknesses the strength

In 2014, we only want to sell 2,500 cars.

Optimize the exclusivity for our buyers

Make the weaknesses the strength

Didn´t get your Jag?

Make the weakness the strength

TRY AGAIN NEXT YEAR

Limited edition – Each buyer gets a plaque with their name and number of the car

Limited edition – Key with the number and year of the car

Limited edition – Billboard on La Defence with the number of cars left to sell this year

Limited Edition– The billboard will not be branded to create intrigue around ´The Secret Pleasures of a Few´concept

Limited edition – DM to be sent out to prospects showcase the exclsuivity of owning a Jag

This year we will

only sell 2500 cars.

That’s a promise.

Limited edition – Map of France showing where the other Jaguar owners are

To Conclude

So….Lets make Jaguar´s market share bigger.

But not too big.

Thank you.