Our client’s main German competitors couldn’t say this. We’re the only ones with an animal in our logo.
What could we do on Jaguar.com and other digital touch points to promote the wild, natural soul of Jaguar?
MY INPUT INTO THE PROJECT
• Concepts for two streaming video service series
• Presentation of ideas to Executive Creative Director
CONCEPT 1: THE CONNOISSEURS
A mixture of brand ambassadors and influencers with each show focussing on their passion for the finer things in life. The show will be sponsored by Jaguar, with the message being that the brand is amongst those finer things.
The show will also challenge preconceptions that Jaguar is a brand for old, white men with guests being broad in their identities as well as interests.
Potential subjects and some possible guests: Wine, Cheese, Gin (JK Rowling and Kirsty Allsop), Chocolate (Angus Thirlwell), Watches (John Mayer, Ryan Gosling, Ellen DeGeneres), Coffee (Hugh Jackman), Audio, Cars (Patrick Dempsey, Jay Leno).
CONCEPT 2: WHAT MAKES US FEEL ALIVE?
A round table discussion show, in the vein of Man Enough or DAVE’s As Yet Untitled, that explores what it means to be human and alive in the twenty first century. Programmes will be short (~20-30 minute run time) with the content also available as a branded audio podcast.
Guests will come from a broad spectrum but will be influencers who inspire others and express a love for life - both key attributes for several Jaguar personas. Think philosophers, comedians, actors, the best TED speakers, business leaders. It will be a must watch show for interesting conversations and debates that wouldn’t happen anywhere else.