Target audience: owners of private enterprises, senior managers in foreign invested joint ventures and leaders of state units. 40-60 yrs. Most people of this group owns several cars, including BMW and MB. Marketing Objectives: to build a mini website to enhance the Jaguar XJ value and build an emotional stilumuli using an artistic performance show to capture user attention, also to create surprise to target audience. Desire response:Wow, this is different and the performance shows that the car is seductively and uniquely alluring. I want to be one of the first to add it to my collection as it sets me apart from the rest. The Launch perfomance platform: The Mystique. The Mystique website contains information about the XJ, the launch event, news releases (from BM) and The Mystique film.