- Automaker Jaguar is teaming up with Jonathan Scott of HGTV's "Property Brothers" on a mobile holiday window featuring the Jaguar E-PACE SUV, according to a press release. Scott designed the interior and exterior of the bus, which features holiday-themed décor with a white bow and gift tag. It will travel through New York City's main shopping areas until Dec. 23.
- Jaguar also partnered with Pinterest on the effort, letting users digitally unwrap Pins featuring the new E-PACE. People can explore a 360-degree view of the mobile holiday window and interact with hotspots in the immersive content to browse additional vehicle features.
- The #UnwrapAJaguar holiday campaign also includes a sweepstakes through Jan. 2 where fans can enter to win a new 2019 Jaguar E-PACE.
Jaguar is embracing New York City's iconic holiday window displays to offer a unique out-of-home experience for consumers while capitalizing on the busy shopping season. Featuring designs from Scott of the popular "Property Brothers" show and targeting the city's busy shopping areas will likely attract ample attention and help Jaguar generate buzz for its new vehicle. The eye-catching red and black plaid-covered bus with a big bow could also inspire posts on social media, potentially extending the reach of the campaign beyond New York City.
Incorporating Pinterest appears to be a strategic move that could help the automaker reach several key demographics. Automakers overall have struggled to connect with millennial consumers, who are buying fewer cars than older generations. Pinterest users tend to be millennial-age women with higher incomes, who may be interested in the luxury automaker. However, dads are a growing user base on the platform, with 47% of dads with a household income of $100,00 or more using Pinterest.
Jaguar's move to include a 360-degree video in the campaign will likely boost engagement, especially for consumers not able to view the mobile display in New York in person. Video ads using 360-degree technology drive 7% higher purchase intent on smartphones, agon with a 12% boost in the belief that a brand has a "unique story to tell" when compared to traditional video ads, according to a study by IPG's Magna and IPG Media Lab units. Jaguar has used the 360-degree video format before. Earlier this year, the auto brand ran virtual reality campaigns using 360-degree video ads through OmniVirt's self-service platform. Viewers could rotate their smartphones or click and drag to explore the inside of vehicles.