Brooklyn Brothers on why the Jaguar XE launch event had sex appeal

Miranda Mitchell is head of outreach at The Brooklyn Brothers and was a key figure behind the spectacular £4m launch event of the new Jaguar XE on Monday evening.

Miranda Mitchell: Head of outreach at The Brooklyn Brothers
Miranda Mitchell: Head of outreach at The Brooklyn Brothers

If measurement figures and chatter on social media are anything to go by, the Jaguar XE launch has made the world sit up, take notice and talk about the brand. 

 Automotive journalists will review a car launch, good or bad, but getting into broader lifestyle, news, design and broadcast media is how to really hit the radar of your potential new customer.

Not every car buyer is a petrol head reading car blogs all day and, while there are several considerations when buying a luxury vehicle, cool sex appeal can make as much of an impact on a buyer’s shortlist as performance scores.

The XE launch also took on "the most competitive segment in the whole car industry, dominated by BMW, Mercedes and Audi"*.

Of course, Jag can compete by manufacturing a car with performance excellence, advanced engineering, sheer driving pleasure and good-looking design, but these qualities are only discovered once you get people behind the wheel.

Cue the noisy hum of talkability and subsequent desire.

So, Jaguar made a really, really big noise that was lots of fun and that displayed cheek, wit, personality and humour that only Jaguar could authentically claim.

In among the smorgasbord of launch initiatives you can track a strategy that is rooted in smart thinking around Britishness and personality.

Not many brands can consistently broker the kinds of game-changing ambassadors and predominantly British talent with which Jaguar worked – Emeli Sande, Idris Elba, Stella McCartney and Kaiser Chiefs to name but a few.

Other moments of national pride included the Red Arrows’ patriotic flashes in the sky, and the Solihull plant engineers, who cheered as the XE swung from below a Bell Huey helicopter on its way towards London – and a vintage Mark 2 Jag police escort.

Part of the Jaguar Land Rover story has always included British manufacturing success and the appeal of this British flavour in other markets should not be underestimated, especially in China.

Dialing this British personality up is also a key point of difference from Jaguar’s three big German rivals.

The spectacle got acres of column inches and set Twitter alight. Multiple photo moments of the London takeover gave the media that elusive picture story.

The car swinging over the capital, Big Ben in the background… Obvious, yes, but still effective.

Emeli Sande’s one-off gig on the Thames was not only a great picture moment that provided broadcast content, but was rooted in a more integrated idea that had been getting a steady trickle of coverage for weeks.

She wrote a track exclusively for the launch of XE, inspired by crowd-sourced social media interactions about exhilaration: how the car will make you feel.

All this looped back into a live-streamed, lavish Earls Court show akin to a Royal Gala performance.

It was quirky and bonkers in many ways, but Jaguar is having the last laugh, as the world talks about this memorable, dramatic and emotive car launch.

With XE now, quite possibly, feeling a lot more sexy, it seems like a job well done.

* Source: Sunday Times Business 7 September 2014

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in