By advertising Jaguar in a premium luxury brand environment consumers began to associate the brand with ‘Gorgeous’ for the first time. The target audience was high net worth proactive and influential consumers able to buy a top Jaguar model immediately and likely to tell others about it. This ‘time poor’ audience consume high levels of online content so sponsorship of such services as Mobile Java downloads was well-targeted.

Online reached almost 7 million unique users with an 8.41% interaction rate (rich media sector average is 7%), received 85,651 clicks to the prefergorgeous.com microsite and 5,000 Mobile Java news downloads (FT and CNN). Jaguar XK pre-sale orders have exceeded the 6,000 set quota, due largely to the digital campaign