New Jaguar XE Aims to Gain a Stronghold in the Mid-Size Sports Saloon Segment

Jaguar is set to launch a campaign that capitalises on its British heritage to promote its entrance into a new segment with the unveiling of a new mid-size sports saloon model.

The Jaguar XE campaign will utilise British celebrities "at the top of their game" to convey the "exhilaration and excitement" of driving the newcomer.

Famous faces such as Idris Elba and Stella McCartney have been drafted as ambassadors to create their own projects ahead of the unveiling of the Jaguar XE at a London event on 8 September.

The promotional activity begins today (30 July) with Emeli Sande inviting consumers to help her create a song that she will perform at the launch - using the hashtag #feelXE, fans are asked to share phrases, pictures, sounds or videos expressing what makes them feel exhilarated on the Twitter, Facebook and Instagram platforms.

The FeelXE campaign will focus on content to raise awareness and drive consumer engagement. While the marketing will convey the "rational reasons" for purchasing the new Jaguar such as its fuel efficiency and CO2 rating, the main aim is to communicate the emotional aspect of buying and driving the company's latest offering.

Although the success of the campaign will inevitably be judged on sales, its objective is to create buzz in order to get consumers in the mid-size sports saloon segment thinking of the Jaguar XE.

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