Jaguar recently launched their new XF model in the US, and went big on Mobile Advertising to do so – details below…..
First of all, what does the XF look like? Well for all you petrol-heads out there:
Jaguar wanted to communicate the vehicle’s break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income. Mobile proved to be a great way to do this.
Banner Ads were placed on mobile internet sites such as MSN.mobi, cars.mobi and Yahoo Mobile, in order to drive (if you’ll pardon the pun!) people to a Mobile-oriented wesite. Impressively, by May 2008 (from a launch in Nov 2007), over 15 million ad impressions had been generated. This brought 85000 unique visitors to the Mobile site. Further on from this were some nice stats about usage of the site:
- 12,000 videos downloaded
- 18,000 wallpapers downloaded
- For users who visited beyond the home-page, the average dwell time was 2 minutes
- 1.2% of users requested an email brochure by entering their email address into the WAPsite
- 2.6% located their nearest dealer to arrange a test drive
The Mobile site was designed so that it would serve up the right images and videos to the correct handset – quality being important when you are trying to get over a feeling of luxury!
The results from the campaign were pretty good, although perhaps not as large as other advertising sectors – but that’s no bad thing – Mobile Advertising is growing, and as more contextualised and relevant ads are served, it will become a more widely-recognised and acceptable channel.
[Via: MobiAD News]