Jaguar Celebrates Mobile Campaign Success
has announced results from its mobile advertising campaign in the US.
The campaign drives traffic to its mobile Internet site, created by Global Beach and built by Incentivated, which promotes the new luxury Jaguar XF.
The mobile advertising campaign appears on mobile Internet sites including MSN.mobi, cars.mobi, Yahoo Mobile and admob.com. Since its launch in November to coincide with the unveiling of the XF at the Los Angeles motor show, the campaign has delivered over 15 million ad impressions across the mobile Internet, delivering over 85,000 unique visitors to the Jaguar XF WAP site, representing a clickthrough rate of 0.6%. Mobile banner ads are the only medium used to promote the WAPsite.
Global Beach, Jaguars world-wide digital agency, designed the WAP site for the US market, partnering with mobile specialist Incentivated for the build. The site (www.jaguarxf.mobi) provides a gallery of high quality images to promote the cars design, innovation and performance, including high- and low-resolution versions of XF videos.
The site allows visitors to input their ZIP code in order to locate their nearest dealer and book a test drive, or to order a brochure. Visitors can also submit their email address in order to request a branded email newsletter, and can download wallpapers to their handsets.
The site uses detection software to ensure the content served to visitors mobile browsers is dynamically optimized for each handset. As a result, the service automatically resizes the WAP site for viewing on iPhones, Smartphones, BlackBerrys, PDAs and over 2,000 other mobile devices in use across the US. The campaign was large enough to warrant a dedicated iPhone mobile Internet site, despite the views of some who claim regular websites look good enough for the small screen of an iPhone.
Since the campaign launch, there have been over 12,000 videos and more than 16,000 wallpapers downloaded. For users who ventured beyond the home-page, the average dwell time was 2 minutes, 12 seconds. 1.2% of users requested an email brochure by entering their email address into the WAPsite. 2.6% located their nearest dealer to arrange a test drive.
Jaguar is proud to translate our positive digital experiences with mobile marketing, and to deliver an engaging and rich brand experience for our technologically advanced customer base, says Rome Murphy, Interactive Marketing Manager for Jaguar North America. We are particularly impressed with the user experience across a broad range of handset types.
Robert Thurner, Commercial Director at Incentivated adds: We applaud Jaguar for running a campaign which harnesses the mobile mediums unique strengths in combining exceptional rich content with a response mechanic and location-based services. Yielding a healthy ROI, the campaign demonstrates the exceptional value mobile marketing can deliver.