Development of a teaser mailing for the new Jaguar XF. Its aim: the introduction of the new model and preparation for a road test in March 2008.Insight: the Jaguar XF is positioned differently to the previous S-TYPE and (seemingly) breaks with the design tradition of Jaguar. Furthermore its dimensions don’t really show up in pictures.

This mailing introduces the XF from all visual perspectives possible while at the same time stating that no picture can replace the real thing. The idea: annotated pictures. The mailing consists of a contact print sheet of the first pictures of the XF and handwritten comments by Jaguar CEO Jeffrey L. Scott. Even though the pictures are flawless he criticises the missing atmosphere and mentions that the visual presence of the car doesn’t show, all the while establishing the psychological basis for the call to action: visiting the car dealer and experiencing the car in real life.

70,000 mailings were sent out in the second week of December.About 3,500 people didn't trust their eyes and ordered additional brochures.And another 1,800 want to test the car in March 2008.