News / Press Releases

Jaguar dominates US mobile internet with heavyweight banner ad campaign

15 million banner ad impressions deliver 85,000 unique visitors to mobile internet site so far

LOS ANGELES - Jaguar Cars announces results from its mobile advertising campaign in the USA. The campaign drives traffic to its mobile internet site (WAPsite), created by Global Beach and built by Incentivated, which promotes the new luxury Jaguar XF.

The mobile advertising campaign appears on mobile internet sites including MSN.mobi, cars.mobi, Yahoo Mobile and admob.com. Since its launch in November to coincide with the XF unveiling at the Los Angeles motor show, the campaign has delivered over 15 million ad impressions across the mobile internet, delivering over 85,000 unique visitors to the Jaguar XF WAPsite, representing a Click Through Rate of 0.6%. Mobile banner ads are the only medium used to promote the WAPsite.

Global Beach, Jaguar's world-wide digital agency, designed the WAPsite for the US market, partnering with mobile specialist Incentivated for the build. The WAPsite (www.jaguarxf.mobi) provides a gallery of high quality images to promote the car's design, innovation and performance, including high and low resolution versions of XF videos. The site allows visitors to input their ZIP code in order to locate their nearest dealer and book a test drive, or to order a brochure. Visitors can also submit their email address in order to request a branded email newsletter, and can download wallpapers to their handsets.

Built by UK mobile agency Incentivated, the WAPsite uses detection software to ensure the content served to visitors' mobile browsers is dynamically optimized for each handset. As a result, the service automatically resizes the WAPsite for viewing on iPhones, smartphones, BlackBerrys, PDAs and over 2,000 other mobile devices in use across the USA. The campaign was large enough to warrant a dedicated iPhone mobile internet site, despite the views of some who claim regular websites look good enough for the small screen of an iPhone.

Since the campaign launch there have been over 12,000 videos and more than 16,000 wallpapers downloaded. For users who visited beyond the home-page, the average dwell time was 2 minutes, 12 seconds. 1.2% of users requested an email brochure by entering their email address into the WAPsite. 2.6% located their nearest dealer to arrange a test drive.

Commenting on the campaign, Rome Murphy, Interactive Marketing Manager at Jaguar North America said:

"Jaguar is proud to translate our positive digital experiences with mobile marketing, and to deliver an engaging and rich brand experience for our technologically advanced customer base. We are particularly impressed with the user experience across a broad range of handset types."

Robert Thurner, Commercial Director at Incentivated adds:

"We applaud Jaguar for running a campaign which harnesses the mobile medium's unique strengths in combining exceptional rich content with a response mechanic and location based services. Yielding a healthy ROI, the campaign demonstrates the exceptional value mobile marketing can deliver".