Unleashing the big cat
Where better to introduce the latest luxury sport sedan of Jaguar to the world than at the cosmopolitan global hub of Schiphol? Throughout the busy summer period, a gleaming Jaguar XE and a huge glass stand were positioned right at the start of Pier B, enabling the new model to attract lots of admiring glances.
Rather than being mere product placement alone, this was an entire automotive experience. By moving the huge glass slider with its interactive screen along the length of the actual car, travelers could ‘see’ right through the car (as with an X-ray). This way, they could discover more about fascinating aspects such as the aluminium construction, the design and the engine.
Watch out - There's a Jaguar about
With a Giant Banner facing everyone entering the Pier B corridor, Jaguar ensured that expec tations were already high – and that nobody could miss the promotion itself at the start of Pier B.
The aim of the promotion was to create maximum brand awareness and to generate leads. As far as the latter were concerned, the target group that Jaguar was mainly aiming for consisted of Dutch business and leisure travelers. With the international travelers, the predominant aim was to create brand awareness.
Amsterdam Airport Schiphol was chosen to host the promotion as it’s an important hub airport with a high proportion of people in Jaguar’s main target groups: business people and AB1 men aged 35-55. As these potential purchasers tend to be frequent travelers, the promotion was also staged in Rome, Frankfurt, Madrid and Paris.
The impressive new Jaguar XE and its eye-catching stand – complete with interactive slider – attracted lots of interest. Not even the keenest of human eyes can see through a car, so the opportunity to take a deeper look using the slider was very popular. Friendly members of the promotional team were present every day to help people fi nd out more about the Jaguar XE and offered them a test drive. Travelers were especially enthusiastic about the appearance of the stand and the interactivity of the screen, and took lots of photos of the new car.
A roaring success
"We’re looking back with satisfaction at a successful campaign that enabled us to present our new business sedan, the Jaguar XE, to business travelers in an unusual location," comments Aldo van Troost, Jaguar’s Marketing Communications Manager.
"This product placement at Schiphol formed the perfect bridge between our launch campaign in May/June and our 2nd communication push in August/September," he adds, "as we could keep attention focused on the Jaguar XE throughout the summer holiday period. We worked closely with Schiphol Media to fi nd the most appropriate area to use, and agreed that a placement close to the gates on Pier B would be best."
The launch of the new Jaguar XE at Schiphol achieved the desired results. During the campaign period, 1 million people passed through Pier B, including many travelers in Jaguar’s target group. The promotion certainly raised brand awareness, and was responsible for generating many high-quality leads. Van Troost concludes, "We’re convinced that this product placement actively contributed to the success of the Jaguar XE in the Dutch market."