Jaguar lures X-Type prospects with film creative

by Daniel Farey-Jones, Brand Republic 12-Dec-05, 07:00

LONDON – Jaguar is gathering prospects online for its new high-performance X-Type 2.2 Diesel, as well as communicating the essence of the car, through a microsite and film created by 20:20 London.

Prospects have been sent a link to the film via email, leading them to AreYouX-Type.com, where an intro declares: "We all know someone who has a certain edge... Maybe they were born that way... Maybe they have X-Type".

The film is shot in black and white and the camerawork places the viewer in the shoes of a character who enters a glamorous European casino, attracts attention and wins big on the card tables.

After the film, users can request a brochure or test drive, and send the film to a friend. The film will also be made available to Jaguar dealers to use for the car's rollout early next year.

Les Knight, national marketing communications manager at Jaguar UK, said: "20:20's expertise in this type of digital communication allows Jaguar to talk to prospects in an exciting new way. The agency has captured the essence of the new X-Type."

20:20 London's work for another car client, Audi, won a DMA Gold Award for Email last week.

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