Mobile Case Study: Jaguar XF Pre-launch (Yahoo!)

 Mobile Case Study: Jaguar XF Pre-launch )Yahoo!)
 
 
 
Client Need
In conjunction with the Jaguar XF’s reveal at the LA Auto Show, Jaguar wanted to communicate the vehicle’s break through styling and unique features
 
Campaign Goal
Drive qualified traffic to the XF mobile website to engage consumers in the XF “experience” and capture handraisers
 
Tactics
Utilize a combination of broad reach and hyper targeted advertising on Yahoo! Mobile
 
Success Metrics
Jaguar’s first ever mobile campaign was successful on many levels
  • Yahoo!’s large reach to generate instant awareness
  • Yahoo!’s industry leading targeting products allowed Jaguar to pinpoint in market shoppers 
  • Yahoo!’s audience on the Jaguar mobile site was highly engaged, taking over 56,000 actions and generating 2,400 qualified leads*
“Jaguar’s first venture into mobile advertising with Yahoo! to promote the launch of the new 2009 XF Sedan was a success. Yahoo! Mobile has proven to be a valuable avenue through which we are able to reach an emerging customer base of mobile users who are an ideal fit with the Jaguar brand. “
 
Marti Eulberg
VP of Sales and Marketing Jaguar North America
 
Objectives
  • Build awareness of the XF in conjunction with the reveal at the LA Auto Show
  • Drive qualified traffic to the XF mobile website to engage consumers and capture handraisers )leads before a car is actually released)
 
Target Audience
M35-54, HHI $150k+
 
Flight Dates
11/15 – 12/31/2008
 
Strategy
  • Utilize a combination of broad reach and hyper targeted banners across the Yahoo! Mobile website 
  • Develop an engaging mobile site* with multimedia elements such as photos and video, as well as generate pre-release interest by capturing handraisers, brochure requests and dealer locator
Tactics
  • Front page roadblocks on day of release )11/14) and follow up on )11/19)
  • Behavioral targeting near team auto intenders with express interest in luxury or sports cars
User Interactions on the Jaguar Mobile Site
  • 56,000 actions
  • 11,468 videos consumed
  • 2,447 leads
  • 1,478 handraisers )emails collected)
    • 969 located a dealer
    • 96% completion rate of dealer locator form