Jaguar Tries Reality Product Placements
Jaguar is giving away free cars - but only to people who can already afford them and live the "right" lifestyle, the "Gorgeous" lifestyle, as part of their Gorgeous marketing campaign. The luxury car maker is planting brand new $80,000 Jaguar XKs in New York (in the hands of Nico Bossi, one of the city's "beautiful people"), Los Angeles (with skateboarder Reese Forbes), Dallas, Phoenix, Las Vegas, Denver and Chicago., in the hopes that lifestyle envy will prompt more potential buyers to consider the car and the brand.
It's reality advertising because, though you see thousands of cars each day, this is the one that is put there with the sole purpose of being seen. The company sought out people who already did things that people aspire to do and go places where people aspire to go. Jaguar says that the campaign is "about people seeing Nico and the car and wanting to be part of that." Nico doesn't reveal that he doesn't own the car to people who ask, but is happy to rattle off the price and specifications of the vehicle.
Jaguar is hoping that seeing the car in all the right places will convince younger buyers that Jags are not just for their parents.
[via the Wall Street Journal]
Reader Comments (Page 1 of 1)
DJ Jun 30th 2006 4:32PM
Hey Jaguar - I should be given an XK convertible for free! I drive 2000 miles or more per month, so the car would be seen a lot. I live in an affluent suburban area, so the right people would see it. And best of all, my wife already has a new XJ8, so I know what Jags are all about and having not one, but two Jag's in the garage would really make a statement as to how great they are!
Anne Jul 2nd 2006 2:13AM
Ironically, Jags are known for being shit cars. BF's ex had one that was well-maintained and 5-or-less years of age at the time...and it STILL broke down every few days.
If you're going to buy a luxury car, get a Mercedes. Their engines are truck-derived (I believe), and my mother's had one for 14 years--it's never had any problems with it.
It just goes to show you that not every expensive thing is worth its price tag.
Joel A Jul 2nd 2006 2:36PM
To say that this post got a reaction from Autoblog readers is an understatement:
http://www.autoblog.com/2006/07/01/free-jaguar-for-those-gorgeous-people/