Jaguar, le vilain du prochain Super Bowl ?

Le constructeur automobile britannique anglais veut se tailler une place de lion durant le prochain Super Bowl qui se déroulera le 2 février 2014. La marque, qui a vendu 12 000 véhicules aux Etats-Unis, faisant de ce pays le 3ème marché. Avec ses nouveaux produits, le « big cat » (surnom de la marque Jaguar) veut conquérir les Etats-Unis et prendre des part de marché à Mercedes, Audi ou encore Porsche.

Pour y arriver, Jaguar va diffuser une publicité durant la 2ème mi-temps du Super Bowl, intitulé « British Villains » et faisant la promotion de la prochaine F-Type Coupé. Mettant en scène des méchants d’Hollywood d’origine anglaise, Jaguar veut passer pour le British Villain qui sera au final aimé des Américains car différent. Un insight et un parallèle malins de la part de Jaguar, trouvé par Bruce Dundore, le Directeur de Création de Spark 44, l’agence de publicité de Jaguar, qui après une discussion avec un réalisateur britannique s’est rendu compte que « dans tout film, le vilain est sexy, séduisant, stylé, calme, calculateur et veut renverser l’establishment Tous les éléments réunis pour une voiture en quelque sorte. » 

La publicité, Rendezvous, sera diffusée donc pour la première fois durant la centaine de millions de téléspectateurs du Super Bowl. Cette publicité mettra en scène un trio d’acteurs britanniques (pas d’info sur les identités, mais de fortes chances d’y voir Benedict Cumberbatch, l’excellent Sherlock de la série Sherlock Holmes de la BBC) a été filmé par le réalisateur oscarisé Tim Hooper (Le Discours d’Un Roi).

D’ici là, un teaser, intitulé Disruption, a été révélé aujourd’hui aux Etats-Unis durant la cérémonie de BAFTA (les BAFTA étant à la base les Oscars britanniques), communiquant à la fin sur un hashtag #goodtobebad qui permettra à la marque de rassembler les discussions en social media.

« Le football américain est le sport le plus populaire aux Etats-Unis; et le Super Bowl transcende les médias au delà des Etats-Unis. Les conversations continuent d’avoir lieu en ligne longtemps après l’événements, sur Twitter et Facebook essentiellement. Le Super Bowl est donc le lieu parfait pour donner vie à Jaguar », dixit Jeff Curry, Vice-Président Marque de Jaguar U.S.A.

D’un point de vue business, comme chaque annonceur, le Super Bowl est clé dans la stratégie marketing. Avec une augmentation de 36% des ventes rien que sur le mois d’Octobre aux Etats-Unis, Jaguar est en bonne posture pour doubler ses concurrents. Cette campagne devrait donc offrir plus de visibilité pour Jaguar qui s’apprête à lancer un nouveau sedan qui sera en compétition directe avec la BMW Série 3 et la Mercedes-Benz Classe C, et un concept car qui a été dévoilé au salon de l’Auto à Francfort et qui devrait faire frémir bon nombre d’américains.

Affaire à suivre donc…

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1 Rétrolien / Ping

  1. Les méchants britanniques donnent rendez-vous aux Etats-Unis avec Jaguar

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