The Solution
Our solution was to produce a teaser pack and follow up
email to build momentum before the official launch. The pack
gave recipients a sneak preview of the car's premium level of
personal luxury and specification, together with providing enough
information to entice them to find out more. It was based around
the three core pillars which underpinned the new XJ launch - Iconic
Design, Intuitive Technology and Efficient Engineering. The email
acted as a reminder to recipients and was sent out a couple of days
before launch. We carefully targeted prospects and suspects and
drove them to the all new XJ microsite and call centre to register
their interest.
The Result
A combination of over a thousand responses - through
visiting the unique URL and registering for more information or
calling the Jaguar CRM Centre. Jaguar was immensely pleased with
the final result, with one senior manager reported as saying "This
is the best piece Jaguar has produced in many years". It was so
good it was found on eBay as a collector's item!
