SUCCESSFUL ADVERTISING CAMPAIGN LECTURE - Jaguar – F-Type Coupé (British Villain Advertising Campaign)

SUCCESSFUL ADVERTISING CAMPAIGN LECTURE - Jaguar – F-Type Coupé (British Villain Advertising Campaign)

Target Audience & Purpose of Communication

• Purpose is to advertise the new Jaguar F-Type Coupé and inform the public of product quality
• This television advert appeals to the high end customers who spend their disposable income on A. Luxury items, B. Fashion, C. Premium items and can therefore afford this product
• Focuses on the members of society who prefers luxurious and stylish vehicles such as the Jaguar featured in the advert
  Product - British made car Jaguar F-Type Coupé
• Advertised as highly luxurious and stylish
• Reliable and very powerful
  Promotion Methods - Television adverts released during the Super Bowl in America as well as in England at the end of 2015 and beginning of 2016
• Ambient advertising through large street panels near highways
• Celebrity endorsement is a key factor for this advert, featuring the British actor Tom Hiddleston
  How communication met audience requirements - The television advertisement targets a large audience at the same time (especially when published during the Super Bowl)
• It is highly entertaining and self-explanatory, describing the product and showing its performance and design from various angles and circumstances (e.g. stationary and when driving)
  Component parts of communication - Advert filmed in full colour however, colours are lowered in brightness as the whole action occurs during the night
• Portrays the vehicle/product in the centre of attention on a bright white paint job in order to easily identify its shape and features
• Clear writing and fonts using motivational language such as rhetorical questions (e.g. “How alive are you?”)
• Language is clear and semi-formal with a bespoke and well-mannered method of communication
• The advertising campaign did not address diversity issues as the commercial features a fictional villain scene and it certainly does not encourage customers to use this product for villain activities, therefore it is not discriminatory and it does not breach any ethical issues (although it has been criticised by the media)
  Effectiveness of methods used - The ‘British Villains’ advertising campaign has been honoured with Regional AME Platinum and Gold AME Awards for the World’s Best Advertising & Marketing Effectiveness for the automobile industry
• The marketing team focused on portraying the performance, agility and driver involvement in the commercial for the Jaguar F-Type Coupé two seat sports car which can appeal to the car enthusiasts who would like an adventurous vehicle as well as appealing to business people with its stylish and elegant aspect
• Publishing the advert during the 2016 Super Bowl games is a very effective strategy for Jaguar, as the adverts was seen by an approximation of 111.9 million viewers! This is a very large audience that was targeted at once.