Luxury car brand Jaguar is expanding its mobile marketing efforts with a campaign for mobile display ads optimized for the iPhone.
The mobile display ad for the new XF vehicle will run on premium properties, such as Accuweather and Movie Tickets, across the mobile iPhone network that AdMob released last week.
The luxury carmaker tested the effort last winter and found it to be worthwhile. “Last year, mobile complemented lifestyle campaigns, this year mobile became its own dedicated channel because it did so well,” said Joao Machado, group director at Mediaedge:cia, the ad agency that worked on the campaign.
The banner features an image of the car with three different calls to action. Users can click to a video of the car; click to call and schedule a test drive; or click to find a dealer. The campaign targets early technology adopters.
“This campaign has great potential because it lets the consumer engage in various ways, and connect directly to a dealership,” said Jason Spero, VP of marketing at AdMob. The network served 51.8 million iPhone ads in June 2008, a 30% increase from May.
Last spring, Jaguar ran mobile ads on the Yahoo mobile network as part of a sponsorship of Yahoo’s dedicated NCAA men’s Final Four mobile page. As with this new campaign, the previous ads also let consumers click to view a video of the Jaguar driving experience.
“We found that there was a lot of engagement with those ads and that it created a lot of leads for test drives,” Machado noted.
