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Product Case Jaguar

SCHIPHOL MEDIA

SCHIPHOL MEDIA

Where better to introduce the latest luxury sport sedan of Jaguar to the world than at

the cosmopolitan global hub of Schiphol? Throughout the busy summer period, a gleaming

Jaguar XE and a huge glass stand were positioned right at the start of Pier B, enabling

the new model to attract lots of admiring glances.

Rather than being mere product placement alone, this was an entire automotive experience.

By moving the huge glass slider with its interactive screen along the length of the actual car,

travelers could ‘see’ right through the car (as with an X-ray). This way, they could discover more

about fascinating aspects such as the aluminium construction, the design and the engine.

UNLEASHING THE BIG CAT

SCHIPHOL MEDIA

SCHIPHOL MEDIA

With a Giant Banner facing everyone entering the Pier B corridor, Jaguar ensured that

expec tations were already high – and that nobody could miss the promotion itself at

the start of Pier B.

The aim of the promotion was to create maximum brand awareness and to generate leads.

As far as the latter were concerned, the target group that Jaguar was mainly aiming for

consisted of Dutch business and leisure travelers. With the international travelers,

the predominant aim was to create brand awareness.

WATCH OUT – THERE’S A JAGUAR ABOUT

SCHIPHOL MEDIA

SCHIPHOL MEDIA

26

50+

10

0-20

22

21-30

42

31-49

Age%

Amsterdam Airport Schiphol was chosen to host the promotion as it’s an important hub airport

with a high proportion of people in Jaguar’s main target groups: business people and AB1 men

aged 35-55. As these potential purchasers tend to be frequent travelers, the promotion was also

staged in Rome, Frankfurt, Madrid and Paris.

INTERNATIONAL APPEAL

Facts & Figures Amsterdam Airport Schiphol

60 40

Gender%

Travel motive%

LeisureBusiness

35

65

Education%

HighLow/middle

20

80

SCHIPHOL MEDIA

SCHIPHOL MEDIA

The impressive new Jaguar XE and its eye-catching stand – complete with interactive slider –

attracted lots of interest. Not even the keenest of human eyes can see through a car,

so the opportunity to take a deeper look using the slider was very popular.

Friendly members of the promotional team were present every day to help people fi nd out

more about the Jaguar XE and offered them a test drive. Travelers were especially enthusiastic

about the appearance of the stand and the interactivity of the screen, and took lots of photos

of the new car.

X-RAY VISION

SCHIPHOL MEDIA

Facts & Figures B-pier

62 38

Gender%

Travel motive%

LeisureBusiness

44 56

IncomeOverall

Business

Non-business

8%5%

13%

10%5%

17%

18%16%

22%

21%21%21%

15%18%

11%

28%36%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

< 12.500

12.501-25.000

25.001-50.000

50.001-75.000

75.001-100.000

> 100.000

26

50+

22

21-30

55

31-49

7

0-20

Age%

SCHIPHOL MEDIA

A ROARING SUCCESS“We’re looking back with satisfaction at a successful campaign that enabled us to present our new business sedan, the Jaguar XE, to business travelers in an unusual location,” comments Aldo van Troost, Jaguar’s Marketing Communications Manager.

“This product placement at Schiphol formed the perfect bridge between our launch campaign in May/June and our 2nd communication push in August/September,” he adds, “as we could keep attention focused on the Jaguar XE throughout the summer holiday period. We worked closely with Schiphol Media to fi nd the most appropriate area to use, and agreed that a placement close to the gates on Pier B would be best.”

The launch of the new Jaguar XE at Schiphol achieved the desired results. During the campaign period, 1 million people passed through Pier B, including many travelers in Jaguar’s target group. The promotion certainly raised brand awareness, and was responsible for generating many high-quality leads.

Van Troost concludes, “We’re convinced that this product placement actively contributed to the success of the Jaguar XE in the Dutch market.”

Amsterdam Airport SchipholSchiphol MediaP. O. Box 75011118 ZG Luchthaven SchipholTel: +31 (0)20 601 2713Fax: +31 (0)20 601 3273info: advertising@schiphol.nlwww.schiphol.nl/media

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