BACKGROUND

In 2014 Jaguar aggressively launched its brand in China through David Beckham’s endorsement, followed by launching of a series of new products including XE and XF.  

 

IDEA

Relate Jaguar global brand essence of “ALIVE” to local culture and customer values, creating continuous stream of contents on brand and product level, including innovative branded art creation of “XE Word Cloud" and “Art of the Leopard".

 

RESULTS

Jaguar achieved 20% spontaneous brand awareness, and 28% of brand appeal at end of 2015. 

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