Jaguar Land Rover’s TV and Digital Campaign Goes Above and Beyond with dentsu X

The setup

Jaguar Land Rover wanted to capture drivers’ attention during two sales events across North America — Jaguar’s “Unwrap a Jaguar” and Land Rover’s “Own the Adventure” — with dynamic video creatives showcasing the new models.

Jaguar Land Rover’s agency, dentsu X, in partnership with VideoAmp, achieved a high-performance campaign reaching in-market luxury vehicle shoppers across a TV and digital audience at the local DMA level, efficiently and effectively.

VideoAmp’s discovery tools laid out inventory opportunities, behavioral attributes and an updated competitive set to reach Jaguar Land Rover’s audience cross-screen while serving within premium full episode player (FEP) environments only.

This strategy yielded a more qualified audience of consideration-stage consumers, granular insights about the audience and delivered nine million unique users incremental reach to the total campaign.

Goals

Identify

Drivers in-market for a new luxury vehicle within the Jaguar Land Rover audience.

Create

An immersive digital ad experience to complement TV advertising initiatives that resonates with the audience.

Achieve

Incremental reach and exceed VCR and viewability benchmarks.

Approach

Develop

Advanced audience sets that combine TV exposure data with advanced digital datasets to identify Jaguar Land Rover intenders.

Maximize

Campaign reach at the local DMA level and control for frequency across TV and digital while exceeding performance KPIs.

Measure

Across TV and digital to target and reach the same user across multiple devices and channels while managing the frequency of ad exposures at the unique user level.