Readers of Attitude magazine will have struggled to miss Jaguar’s âLive Loudâ ad in its pages in October, with the vibrant orange color and simple ad design immediately grabbing attention.
In fact, thanks to its distinctiveness and emotional resonance, the ad was the most creative magazine ad of the month in terms of audience response, according to Kantar’s âThe Worksâ study.
With its eye-catching color scheme and ‘Dare to be Original’ slogan, Live Loud was in the top 8% of all UK ads for engagement. The ad is rated as engaging, distinctive and interesting, ranking in the top 75% of top performing ads on distinctiveness.
Live Loud is part of a long-term partnership between Jaguar and gay men’s magazine Attitude, which sees the auto brand partner with its awards show. The Attitude Awards are the biggest awards that the LGBTQ + community holds in the UK.
The partnership dates back about six years, Anthony Bradbury, Jaguar Land Rover UK marketing director, told Marketing Week. This advertisement is only the âlast chapterâ of a âlong and evolving collaborationâ.
It can be very tempting to overload an advertisement with information and messages. Kudos to Jaguar for being brave enough to be determined and not fall for this trap.
Lynne Deason, Kantar
âWe have seen a very good synergy between [Attitudeâs] activities, our audience and our brand, âhe says.
âWhat’s very important to LGBTQ + audiences is the ability to express their individuality, and of course, sometimes they had to do that at a pretty personal cost. But this spirit of individuality is actually very closely linked to Jaguar.
Jaguar founder William Lyons once said “Jaguar shouldn’t be a copy of anything” – one of Bradbury’s favorite quotes.
On top of that, the brand’s customer research has shown that people who tend to buy Jaguars are “quite confident” and wish to express an alternative choice.
âSo there’s a natural symbiosis with the mindset of the audience, which is one of the reasons it works so well,â he says.
However, engaging with the LGBTQ + audience was not something the brand wanted to ‘come in and out’ of. âIt’s something we’re trying to get into, and it’s been a learning journey for both sidesâ¦ We wanted to try to make sure it had some longevity,â Bradbury said.
The theme of individuality and its resonance with the audience of Attitude is what led to the ad slogan, Dare to be Original.
âIt comes right back to the thinking of our founder,â says Bradbury. âAnd we think the F Type is a very distinctive sports car. There isn’t really a sports car like this and again, that’s because it goes back to the heritage of Jaguar sports cars.
“But of course, Dare to be Original is an idea that fits the LGBTQ + audience very well.”
Likewise, while Live Loud has âobvious product credentials,â like the car’s V8 engine is known for its distinctive, loud raspy sound, it again plays into the idea of ââliving for yourself.
“[The campaign] has always been rooted in the expression of the individual, being proud to speak out, âadds Bradbury.
Changing perceptions takes time and persistence. It’s a step in that direction, to make sure people understand that Jaguar is a modern, relevant and progressive brand.
Anthony Bradbury, Jaguar Land Rover
Conducted in association with Marketing Week and the Advertising Association’s Trust Working Group, The Works study asked 750 consumers what they thought of five of October’s best print ads – 150 consumers per ad.
The Live Loud ad evokes a powerful emotional response, with a feel-good factor in the top 6% of all UK ads. “Attracted”, “proud” and “excited” were particularly popular emotions evoked by the design.
The ad was also highly rated, with 44% of people reporting liking or liking it against a standard of 30%.
Lynne Deason, Head of Creative Excellence at Kantar, explains: âEmotion is a driver of growth and success for all brands, but it is especially important for premium and luxury brands, which makes it particularly positive to seeing the emotional power of Live Loud emerge as one of his strengths. . “
According to Deason, the distinctive creative “halos” about how people think about the brand, conveying a “strong” sense that the brand is different from others, another key driver of growth. The ad ranked in the top 25% of UK ads on this metric.
At first glance, the F-type car in the middle of the ad gets the most attention (see image below), with consumers recently drawn to the Jaguar logo and the title of the Live Loud campaign.
As one study participant put it, “There was no overwhelming noise, just the car talking for itself.” Another called the color orange âstand outâ and the car âbeautifulâ.
âLive Loud is a great example of powerful magazine advertising and a showcase of how a distinctive, bold yet straightforward idea inspired by brand strategy that showcases the beauty of the product in an emotionally evocative way can be very effective. “says Deason.
âIt can be very tempting to overload an advertisement with information and messages. Kudos to Jaguar for being brave enough to be determined and not fall for this trap. “
For Bradbury, the main measures of success for this particular campaign are its ability to change attitudes and brand perception.
âThis is what we would call an incentive campaign. It’s not about trying to sell cars tomorrow. It’s about trying to find partnerships with organizations and audiences that we think will resonate with Jaguar, âhe said.
In particular, Jaguar follows the consumer agreement with the statement âJaguar is a brand for people like meâ. âThis is a very important measure that we want to try to develop over time. We want people to be really proud and want a Jaguar because of what it says about them, âadds Bradbury.
But while Jaguar is “very proud” of the products it makes today, Bradbury believes the brand has work to do to ensure that brand perceptions are representative of the modern brand, and not of its brands. decades of history as a company. While its heritage has “huge positive associations” around product performance, it doesn’t necessarily yet resonate as the “progressive” brand it wants to be seen as.
âAnd of course changing perceptions takes time and persistence,â says Bradbury. âIt’s a step in that process, to make sure people understand that Jaguar is a modern, relevant and progressive brand. Jaffa Jonuts scores hole in one with most effective September outdoor advertising
At Jaguar, long-term brand building campaigns are essential, adds Bradbury.
âWe always want to make this a priority of what we do, because it’s not an impulse buy. After your house, it will be the most expensive thing most people buy. There is a lot of thinking. And therefore, there are many reasons, both rational and emotional, that go into the decision-making process.
“It’s a relationship that builds over time and you can either nurture that relationship and try to build it, or you can’t take good care of it, in which case it will wither on the vine.”
In advertising, branding can be a âchallengeâ for brands in the automotive industry, according to Kantar’s Deason, where common advertising tropes are used and the performances between brands can be very similar.
However, “while this ad may feature a car in the spotlight, as many do, there is so much that makes it different,” she explains. âIt is the simplicity of this advertisement, and the interest and curiosity it arouses, complemented by the inclusion of the iconic ‘jumping jaguar’ logo, that makes the brand obvious.
Overall, the ad landed in the top 26% of UK ads for branding, a key efficiency measure.
According to Bradbury, the initial results of the campaign saw “very positive” shifts in sentiment towards the brand, as well as a particularly significant shift in brand promotion.
In magazines, the ads are often well received and adopted as part of the experiment, adds Deason. âThis advertisement for the Jaguar F-Type uses it to ensure its success. People are looking for stimulation and something interesting in a magazine context, âshe says.
âOur brains are programmed to pay attention to things that are distinctive, that make us feel something, and that are personally meaningful and relevant. This ad delivers them all.