Ogilvy Interactive brought the Jaguar XF to life online
The Ogilvy Interactive agency generated buzz around the launch of the new Jaguar XF through a variety of activities. These included an email dialogue program and two advertorials on NZZ Online.
The Ogilvy Interactive agency generated buzz around the launch of the new Jaguar XF through a variety of activities. The accompanying online campaign concluded with the official Swiss premiere of the new model at authorized dealerships starting February 29. An email dialogue program divided into three phases had already launched in November 2007. According to the agency, a highlight of the program was an interview with Jaguar’s chief designer, Ian Callum. The program was supported by banners, search engine marketing, and two advertorials on NZZ Online. Ogilvy & Mather also drew attention to the new Jaguar through traditional marketing activities and prepared Jaguar dealerships for the premiere of the new Jaguar XF with various dealer support measures.
According to Christoph Amrhein, who oversaw the launch of the new Jaguar XF, and Björn Schneider, a member of the executive board at Ogilvy Interactive, the open rate for the emails sent averaged just under 60 percent, while the click-through rate in the first wave was 26 percent. Around 120 test drive registrations from so-called ’high-potential” prospects were generated. Furthermore, the press release states that the advertorial on NZZ Online set a new NZZ record on its very first day. After one week, it had already attracted 10,431 visitors.
According to Christoph Amrhein, who oversaw the launch of the new Jaguar XF, and Björn Schneider, a member of the executive board at Ogilvy Interactive, the open rate for the emails sent averaged just under 60 percent, while the click-through rate in the first wave was 26 percent. Around 120 test drive registrations from so-called ’high-potential” prospects were generated. Furthermore, the press release states that the advertorial on NZZ Online set a new NZZ record on its very first day. After one week, it had already attracted 10,431 visitors.
