The welcome pack that's a work of art
Jaguar Land Rover New Zealand
Issue 54 | March 2020
Agency
Chemistry
Creative Team
Creative Directors: Patrick Murphy, Susan Young Artist: Otis Frizzell
Production Team
Production Partners: Lee Shaw, Olivia Duthie
Other Credits
Director: Joseph Silk Account Director: Marija Ewan National Marketing Manager: Luke Meurant
Date
April 2019
Background
Repeat sales of Jaguars in New Zealand were languishing at around 40% when they should be around 75%. How could they find a new way to connect customers to the brand and create a partnership for life?
Idea
If you’ve just spent north of $80,000 on a new Jaguar, a branded keyring or umbrella to say thank you isn’t going to cut it. Jaguar re-designed their customer engagement strategy to ensure the brand touches customers at just the right time and weaves all the various added-value benefits of owning a Jaguar together into one seamless journey. As part of this, Jaguar teamed up with one of New Zealand’s most innovative artists, Otis Frizzell, to create a welcome piece like no other. Taking inspiration from the Jaguar leaper, Jaguar’s iconic hood ornament, and his own passion for pinstriping, Otis created a bespoke, limited-edition representation of the power and dynamism of the Jaguar brand in a way that was both contemporary and instantly recognisable. Playing on Jaguar’s positioning, The Art Of Performance, the final pack delivers a signed, ready to frame, A3, 1/200 limited-edition print with a thank you from the Jaguar Land Rover General Manager, Steve Kenchington and a signed letter of authenticity from Otis.
Results
Steve Kenchington continues to receive incredibly emotional responses from customers who received the pack. What’s more, dealers are delighted to finally have something that recognises the significance of Jaguar ownership. ‘I really appreciate this piece of art from you. The whole package we have received is beyond expectations.” - Sarah Clarke, Jaguar owner