The document provides details of a proposed media plan to increase awareness of Jaguar as a leading electric vehicle brand in the UK. Key elements include search and banner ads, television commercials during shows like Top Gear, collaborating with BBC on a Planet Earth/Blue Planet marathon, and billboards highlighting Jaguar's sustainability efforts. Magazine ads will run in popular publications. Face masks with the Jaguar Electric branding will be given away for email sign-ups to keep the brand top of mind. The goal is to build awareness and interest in Jaguar's new electric vehicle launching in summer 2021 by positioning the brand as focused on the future of the planet rather than colonizing Mars.

1. E L E C T R I C

2. TABLEOFCONTENTS
The Agency 3
The Challenge 6
Car Features 9
The Audience 11
2
The Insight 14
The Big Idea 16
Media Plan 18
Continuous Media 20
Flight 1&2 28
Flight 3&4 32
Flight 5 42
Media Calendar 48

3. THEAGENCY
3
The Last Dance Agency focuses on helping you shoot your way to success.
Make us your MVP and we will get you into the hall of fame.
- MAIP Team 23

4. THETEAM
4
Rameen Ali Carlos Linares
Janelle Finch
Nafisa Hassan
Helen Tran
Karla Rosario
Tarahgee Morris Steven Hernandez
Victoria Castillo
Strategy Account Art DirectionSocial Strategy
Social Strategy
Account
Media Planning Media Planning
Dalida Rached
Art DirectionArt Direction
Nikki Powell
Copywriting
Maia Williams
Public Relations

5. BACKGROUND
Founded in 1922 in Whitley, England, luxury vehicle brand Jaguar Land
Rover became a UK-based multinational car manufacturer.
5

6. THECHALLENGE
Increase awareness of Jaguar as a leading player in the UK for the manufacture and sale of
electric and environmentally friendly cars. Establish Jaguar as a future-facing, innovative brand.
6

7. COMPETITIVEANALYSIS
Electric cars are slowly gaining traction in
the UK market.
73% of UK consumers still favour a gasoline or diesel
engine. Only 27% would choose alternative powertrain
technologies because operating costs escalate to a lack of
charging infrastructure6
7
1. Department, P., & 18, J. (2019, July 18). Audi car models: Ownership in the UK 2013-2018 survey. Retrieved August 14, 2020, from https://www.statista.com/statistics/304298/audi-model-ownership-in-the-uk/
2. Department, P., & 25, F. (2020, February 25). UK: BMW monthly sales volume 2014-2019. Retrieved August 14, 2020, from https://www.statista.com/statistics/300405/bmw-car-sales-in-the-united-kingdom/
3. hDepartment P. (n.d.). Retrieved August 14, 2020, from http://departmentp.com/
4. (Zap-Map), C. (2019, December 19). Tesla Model 3 soars in latest UK EV sales charts - Zap-Map. Retrieved August 14, 2020, from https://www.zap-map.com/tesla-model-3-soars-in-latest-uk-ev-sales-charts/
5. Rogers, J., 58, PHILLIPS, C., Barry, Ade, Sean, . . . Redspecial. (2019, October 09). BMW and Audi drivers are most disliked on the road in UK. Retrieved August 14, 2020, from https://www.petrolprices.com/news/bmw-drivers-the-most-disliked-in-the-uk/
6. Author Michael Woodward Partner mwoodward@deloitte.co.uk +44 20 7303 0884. (2018, March 22). 2018 UK Automotive Consumer Study. Retrieved August 14, 2020, from
https://www2.deloitte.com/uk/en/pages/manufacturing/articles/automotive-consumer-study.html
176,1001
Units sold
annually in the
UK
Among competitors, German cars carry
baggage within the UK community.
34% of respondents said BMW and Audi deter people
from dating their owners5
. BMW and Audi are the most
disliked cars on the UK roads.
169,7502
Units sold
annually in the
UK
364,7763
Units sold
annually in the
UK
19,5004
Units sold
annually in the
UK

8. SHIFTINPOLICY
The government will introduce harsher measures when it comes to diesel
vehicles on the road within the next decade.
Selling new petrol diesel and hybrid cars will soon be banned in the UK.
8

9. 9
CAR FEATURES
C O N S C I O U S L U X U R Y

10. 10
CARFEATURES
Temperature
adjustable cup
holders
Built-in recyclables compactor
Virtual voice assistant
safe driving mode tablet
Surround
sound
Fiber optic
ceiling with
projector
Video games in the back
Nintendo x JaguarBackseat control
system

11. THE AUDIENCE
11
A G E S 3 0 - 5 0

12. PERSONAS
Elizabeth Jane, 36
Upbringing: I’ve always been interested in the
latest technology. I consider myself a tech geek,
constantly looking for new products to try.
Transportation preference: I live in a small town
near the city and rely on my car to get to and
from work.
12
Harold Roberts, 48
Upbringing: I used to love playing on old game
consoles with my brothers when we were kids,
especially racing games.1
Transportation preference: I typically take the tube, but
since it’s more of a hotspot for Covid-19, I’m looking
into taking my car out of the garage.2
1. Duran, H. (2017, July 22). How Different Generations Play Video Games, From Platforms To Genres. Retrieved August 14, 2020, from https://www.alistdaily.com/strategy/different-generations-play-video-games-platforms-genres/
2. Heaphy, E. (2020, Apr 22). The UK coronavirus lockdown has made people more likely to buy a car. Retrieved from
https://uk.finance.yahoo.com/news/the-uk-coronavirus-lockdown-has-made-people-more-likely-to-buy-a-car-144643631.html?_guc_consent_skip=1597171769

13. UKGENX-ERS
13
Respond best to
traditional ads3
Show rooms are
essential for
purchase3
Fear unreliability
of charging
longevity2
Public
transportation is
less common now
to due Covid1
Stable point in
their life and
careers
Feel ignored
by marketers2
1. Heaphy, E. (2020, Apr 22). The UK coronavirus lockdown has made people more likely to buy a car. Retrieved from
https://uk.finance.yahoo.com/news/the-uk-coronavirus-lockdown-has-made-people-more-likely-to-buy-a-car-144643631.html?_guc_consent_skip=1597171769
2. UpperEastRob. (2016, April 04). 5 Reasons Marketers Have Largely Overlooked Generation X. Retrieved August 13, 2020, from https://www.adweek.com/brand-marketing/5-reasons-marketers-have-largely-overlooked-generation-x-170539/
3. Hobbs, T. (2019, July 03). Gen X, Y and Z agree traditional ads are better than digital. Retrieved August 13, 2020, from https://www.marketingweek.com/gen-x-y-z-agreement-on-advertising/
4. Elliott, C. (2020, May 18). What You Need To Know About Buying A Car In A Pandemic. Retrieved August 13, 2020, from https://www.forbes.com/sites/christopherelliott/2020/05/16/what-you-need-to-know-about-buying-a-car-in-a-pandemic/
5. Mayles, S. (2019, Nov 15). Plug-in hybrid electric car owners pay the price for not plugging in often enough – 15th
November 2019. Retrieved from https://reports-mintel-com.ezproxy.lib.utexas.edu/display/988718/

14. THEINSIGHT
Gen X is being ignored. Just like our climate.
14

15. STRATEGY
Targeting Gen-X by establishing Jaguar Electric as the
luxury car of the future by shifting the discussion from
how and why we should leave this Earth, to how we
can save it.
15

16. THEBIGIDEA
Mars is not the future. Jaguar Electric is.
16

17. TAGLINE
Drive Smart. Drive Fast. Drive Electric.
17

18. MEDIA
18
P L A N

19. MEDIAPLANOVERVIEW
The media plan will go in-market starting on March 1st to start building awareness for Jaguar and
their new electric vehicle launch in Summer 2021.
During this the period of March 1 to June 1, traditional, digital, and experiential activations will be
utilized to gain awareness, build interest, and spark consideration.
Jaguar’s launch will align with the first British Mars Lander: Beagle 2’s anniversary and emphasize
on the campaign’s message that Earth is where home is and being sustainable is the future.
19

20. CONTINUOUS
20
M E D I A

21. SEARCH&BANNERADS
To compete with Audi, BMW, Mercedes, and Tesla, Jaguar will bid on competitive
keywords in order to increase their brand awareness as well as bid on keywords that
emphasize sustainability.
At the same time, Banner Ads will be running on websites within the Google Display
Network and align with demographic.
21

22. TELEVISION
One of the favorite pastimes for British people is watching television, especially
during the pandemic. Placing ads during well-aligned, popular shows such as
Top Gear, a fast-paced stunt filled motor show, will provide a way for Jaguar to
promote our new vehicle to a targeted demographic.
22
1. The most popular all-time TV shows in the UK. (n.d.). Retrieved from https://yougov.co.uk/ratings/media/popularity/all-time-tv-shows/all

23. TELEVISION
Jaguar will collaborate with TV network BBC to rerun popular Planet Earth/ Blue Planet
episodes for a weekend marathon emphasizing the importance of sustainability and earth
conservation. During the ads, we’ll promote our new environmentally conscious vehicle.
23
X

24. COMMERCIAL
24
Still from commercial featuring Grimes driving a Jaguar to create meme-able GIFs and spark earned social media using the
controversy between the artist and the CEO of Tesla.
Jaguar’s ad campaign will bring the idea forward that the Earth is worth saving using smart-humor
and statistics relevant to our audience while painting a greener more luxurious future.

25. STORYBOARD
But, do you really want to live on Mars?
Dry, dusty, Mars. −63° C. Mars.
Mars - is that your home?
25
Earth. Our water supply will
run out, our ozone layer will
deteriorate, and home will be
no more. We’ll move to Mars.

26. We were born here.
Born to survive.
Born to make change.
Born to Perform.
Jaguar Electric.
26
No. We’re planet earth.
STORYBOARD

27. ADMOCKUP
27

28. FLIGHT 1 & 2
28
A W A R E N E S S

29. BILLBOARDS
Billboards will highlight how Jaguar works to preserve the earth. They will feature
images and phrases relating to the Mars vs. Earth discourse and how Jaguar electric is
the future. Placed where our target lives: in the home counties of South East England
and the more affluent boroughs of London.
1. Main Results from the Wealth and Assets Survey: July 2012 to June 2014. (2020, July). Retrieved August 14, 2020, from
www.ons.gov.uk/peoplepopulationandcommunity/personalandhouseholdfinances/incomeandwealth/compendium/wealthingreatbritainwave4/2012to2014/mainresultsfromthewealthandassetssurveyjuly2012tojune2014.29

30. MAGAZINE
This audience purchases the highest amount of print media in the UK. Introducing
the Jaguar Electric through popular magazine ads--National Trust Magazine, Asda,
and TV Choice1
--will reach a broad audience while introducing the campaign.
30
1. Top 10 U.K. Magazines by Circulation. (2020, January 03). Retrieved August 14, 2020, from https://www.agilitypr.com/resources/top-media-outlets/top-10-uk-magazines-circulation/

31. FACEMASKSGIVEAWAYS
31
Jaguar will offer various incentives that show they value their customers during
these times. Masks introducing Jaguar Electric will be offered through email sign
ups during the first flight of this campaign to keep Jaguar top-of-mind.

32. FLIGHT 3 & 4
32
I N T E R E S T

33. CHARGINGSTATIONS
This audience holds a fear of not being able to charge their electric vehicles. Partnering up
with the 2nd most popular grocery store among Gen X1
, M&S, helps to relieve that fear and
allows ease of access to charge while they go grocery shopping.
1. M&S Food. (n.d.). Retrieved from https://yougov.co.uk/topics/consumer/explore/brand/M_S_Food
33

34. NINTENDOSWITCH
Videogames are a strong nostalgia factor for Gen X-ers as they grew up with brands like
Nintendo. The Nintendo Switch has been the number one selling console in 20201
,
partnering with Nintendo to create a special edition console for their 2021 release of
Mario Kart 9 will generate buzz and keep Jaguar top-of-mind.
34
1. Gough, C. (2020, June 17). Global video game console sales 2020. Retrieved August 14, 2020, from https://www.statista.com/statistics/1101872/unit-sales-video-game-consoles/

35. MARIOKARTLEVELS
Through the Nintendo-Mario Kart 9 partnership, Jaguar will also have a special
track in the game. The level will feature a track that jumps from Earth to Mars to
highlight the stark difference in driving on these two planets.
35

36. INDY500
The new Jaguar Electric will be showcased at the Indy 500 at the beginning of the summer, May
30-31, 2021. This experience will include:
● An opening lap raced by Jaguar’s Electric cars
● A showcase booth for fans to visit during the event and learn more about Jaguar’s electric cars
● Promote Jaguar’s Formula E racing event at the end of the summer
● Be filmed and broadcasted on UK’s Top Gear
36

37. ARVIRTUALRACING
Jaguar will team up with AR experts to create virtual demonstrations of Jaguar
Racing cars accessible through mobile.
37

38. SPOTIFY&PODCASTS
38
In order to emphasize Jaguar’s
mission, strategically placing audio
ads on Spotify and mid-roll ads on
environmentally friendly and
car-related Podcasts will reach niche
audiences in the target demographic.

39. LAUNCHPARTY
39
To bring attention to the new release of
Jaguar’s electric car, a Classic Launch
Party will occur on June 2, 2021 which
aligns with the anniversary of UK’s First
Mars Lander.
At this event, influencers and attendees
will be invited to immerse themselves in
the experience and see for themselves
what the future of sustainability and
Jaguar electric cars.

40. PRESSRELEASE
40

41. INFLUENCERMARKETING
More than 50% of worldwide internet users
say that their digital purchases are influenced
by social media1
.
Jaguar will partner with 10 influential lifestyle,
travel, and automotive UK macro and
micro-influencers to reach a vast new
audience and promote the new #Electric car.
41
Micro influencers: @Twinscott, @Twinbrett
1. Morning Consult. The Influencer Report Engaging Gen Z and Millenials. Retrieved from https://morningconsult.com/wp-content/uploads/2019/11/The-Influencer-Report-Engaging-Gen-Z-and-Millennials.pdf

42. FLIGHT 5
42
C O N S I D E R A T I O N

43. EXHIBITEXPERIENCE
43
Showrooms are a key player in how this audience purchase cars. Jaguar will create a
exhibit experience that will allow customers to experience the new Jaguar car. This exhibit
will focus on the two futures that are in discussion with regards to climate action: finding a
new home, or preserving our own. Guests will go through this experience while sitting
inside the Jaguar car.

44. To bring electric car awareness to the UK, Jaguar will launch the #DriveElectric campaign during US’s
National Drive Electric Week 2021.
During this week, Jaguar will heavily promote its electric car fleet on social platforms and emphasize
quality, timelessness and luxury.
We will then continue the campaign by focusing on creating a community where our target audience feels
inspired to switch to electric.
44
SOCIALSTRATEGY

45. UK Gen X-ers prioritizes quality when
purchasing luxury goods1
.
Jaguar will use Facebook to promote
quality of design and mechanics of
Jaguar Electric cars2
.
45
1. ProdegeMR. (2019, June). Influential factors in luxury goods purchases 2019. Statista.
https://www.statista.com/statistics/1014748/important-factors-in-luxury-goods-purchases-united-kingdom-uk/
2. Reach of social networking sites in Great Britain 2014-2019. (2019, March). Statista.
https://www.statista.com/statistics/269788/social-network-reach-in-the-uk-by-platform/
SOCIALSTRATEGY

46. SOCIALSTRATEGY
There are an estimated 24 million Instagram
users in the UK. This is 42% of the UK’s
population, which according to Instagram can all
be reached with advertising1
.
Use Instagram to engage with millennials
interested in luxury vehicles and sustainability,
and promote Jaguar as their go-to luxury vehicle
brand.
Add shopping cart feature on organic posts to
increase clicks and drive consideration.
46 1. The Latest UK Social Media Statistics for 2019. (2020, March 29). Retrieved August 14, 2020, from
https://avocadosocial.com/latest-social-media-statistics-and-demographics-for-the-uk-in-2019/

47. YouTube is ranked as the UK’s second most
popular social media channel with almost as
many users as Facebook1
.
Using Non-skippable ads will allow Jaguar to
promote a fast-paced 15 - 20 seconds
compelling story to a wider audience.
47
1. The Latest UK Social Media Statistics for 2019. (2020, March 29). Retrieved August 14, 2020, from https://avocadosocial.com/latest-social-media-statistics-and-demographics-for-the-uk-in-2019/
SOCIALSTRATEGY

48. MEDIACALENDAR
48

49. BUDGETBREAKDOWN
49
1. Morrow, S. (n.d.) Cost of Marketing II: Advertising on cable TV.
Retrieved from
https://www.legalzoom.com/articles/cost-of-marketing-ii-adver
tising-on-cable-tv
2. Google Ads. (n.d.) Google Ads. Retrieved from
https://ads.google.com/home/
3. Blue Line Media. (n.d.). Subway Ads. Retrieved from
https://www.bluelinemedia.com/subway-advertising#rates
4. Blue Line Media. (n.d.). Subway Ads. Retrieved from
https://www.bluelinemedia.com/billboard-advertising#rates
5. Social media advertising costs in 2020 (n.d.). Retrieved from
https://www.webfx.com/how-much-does-social-media-adverti
sing-cost.html
6. Podcast Advertising Rates 2020 (2020). Retrieved from
https://www.advertisecast.com/podcast-advertising-rates
7. Home Electric Vehicle Charging Station Cost (n.d.). Retrieved
from
https://www.fixr.com/costs/home-electric-vehicle-charging-sta
tion
8. Campbell, C. (2013, Jul 24). So how much does it cost to
develop for Playstation 4? Retrieved from
https://www.polygon.com/2013/7/24/4553842/so-how-much-
does-it-cost-to-develop-for-playstation-4
9. Shen, M. (2013, March 29). Should your start-up host a launch
party? Retrieved from
https://skatter.com/2013/03/should-your-start-up-host-a-launc
h-party/#:~:text=Understanding%20the%20costs&text=The%2
0biggest%20cost%20for%20the,to%20throwing%20a%20lau
nch%20party.
10. How much does TV sponsorship cost? (n.d.). Retrieved from
https://tvadvertising.co.uk/tv-sponsorship/
11. Johnson, T. (2020, Jan 24). How Much Do Influencers
Charge? Retrieved from
https://tinuiti.com/blog/paid-social/how-much-do-influencers-c
harge/#:~:text=According%20to%20recent%20reports%2C%2
0on,pricing%3A%20%2410%20per%201000%20followers
12. Kobliski, K. J. (2006, January 17). Magazine Ads. Retrieved
from
https://www.entrepreneur.com/article/83094#:~:text=Typical%
20Cost%3A%20%24500%20to%20%2420%2C000,cover%20
of%20some%20national%20magazines!
13. Mackenzie, T. (2012, May). App store fees, percentages, and
payouts: What developers need to know. Retrieved from
https://www.techrepublic.com/blog/software-engineer/app-st
ore-fees-percentages-and-payouts-what-developers-need-to
-know/
14. Uprinting. (n.d.). Retrieved from https://www.uprinting.com/

50. MEASUREMENTS
Jaguar will drive awareness of the brand being the leading player in the electric and
environmentally friendly cars in the UK.
In order to achieve that, Jaguar will use social listening to analyze the public perception of
the brand. Additionally, in-platform analytics on social channels can show how well Jaguar
is performing. Google Trends and Google Analytics will be used to see the increase in
searches and in-website visits, which will illustrate how effective the campaign was.
50

51. KPIS
51
Social
Out-of-Home Audio
Television Email
Experiential Digital & Search
Clicks, website visits, impressions, shares,
new followers/subscribers
Impressions Impressions
Sign-ups
Clicks, website visits,
impressions
Online Searches
Impressions

52. 52
The future of our Earth is in our hands.
It’s time we Drive Smart. Drive Fast. Drive Electric.

53. 53
Thank You | The Last Dance