Cannes Lions

JAGUAR XJ

WUNDERMAN, Irvine / JAGUAR / 2004

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Overview

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Credits

Overview

Description

The founder of Jaguar, Sir William Lyons believed, "The car is the closest thing we have to creating something that is alive". If this is true, THEN THE NEW XJ IS THE REBIRTH.Rising out of the cover of each book is a chrome, 3-dimensional sculpture of the Jaguar. Inside, the reader is taken through each accomplishment the XJ has achieved in its rebirth.

Outcome

The most successful launch in Jaguar's history. ALL TIME highs for XJ communication awareness (Milward Brown), 97.9% increase in year-over-year vehicle registration (Jan-Aug '03) resulting in a 74% increase in share of segment growth (R.L.Polk). Surpassing 1,400 pre-sell unit objective by 107%. We already exceeded the aggressive lead generation objective of 55,000 by 107%. The launch mailing is beating projections by 230% resulting in $37.6million in sales contributions. Plus, Direct Response Print, a first for Jaguar, generated a total of 18,010 response to date, 93% of goal.

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