Jaguar business sedan: Not business as usual

With the British noble cat, only the name remained as it was. Everything else about the Jaguar XF is new, which makes it an unusual sight in everyday motoring. Accordingly, the new business sedan was launched in Switzerland under the motto "Not business as usual.

For the extensive launch communication, Ogilvy & Mather Zurich created a content-driven and visually homogeneous campaign that is intended to appeal to a demanding target group through a wide range of measures. Advertising media ranging from the XF carrier bag to dealer advertisements, a teaser and follow-up launch advertisement, an airport megaposter and a poster campaign for Jaguar dealers were used.

Responsible at Jaguar: Stephan Vögeli (Managing Director), Karin Held (Director Marketing, PR & Sponsoring,) Mario Montanari (Communications Manager). Responsible at Ogilvy & Mather: Thomas Bolliger (CD), Marcel Elsener (text/concept), Tino Heuter (art direction), Gaby Zimmerli, Lisa Apolloni (consulting), Sascha Isenschmid, Filippo Salmina (desktop).