Case Study: Jaguar Drives WAP Traffic
May 09, 2008
The Challenge
To perk up sales, which were down 18.1% in Q1, per AutoData, Woodcliff Lake, N.J. Jaguar has battled for luxury car credibility for years now and its marketing previously leaned hard on traditional methods. Jaguar wanted to try something new for the launch of the XF: namely, mobile marketing.
The Plan
The XF's mobile campaign broke in November with an effort that showed up on mobile Internet channels, including MSN.mobi, cars.mobi and Yahoo Mobile. Digital agency Global Beach and Incentivated, London, launched the effort just prior to the Los Angeles Auto Show to stir up some buzz before the car began showing up in U.S. dealerships in Q1. Traffic was driven to the Jaguar mobile site,
www.[B]jaguarxf.mobi[/B], via a heavyweight mobile banner ad campaign. Once there, the site was designed to be optimized according to the respective handset's browser, resizing so that content could be viewed on iPhones, Smartphones, BlackBerrys; over 2,000 mobile devices were enabled by the technology. At the site, visitors could submit their zip code to locate the nearest Jaguar dealer, order a test drive and request a brochure.
The Results
Some
15 million banner ad impressions drew a click-through rate of 0.6%, driving 85,000 unique visitors to the Jaguar mobile site. There, more than 12,000 videos of the car were viewed and 16,000 wallpapers downloaded. Visitors that moved beyond the home page stayed an average of 2 minutes, 12 seconds, while 1.2% of visitors requested an e-mail brochure and 2.6% located their dealer and booked a test drive. Jaguar sold 1,126 XFs in April.
