Situation

In February 2014, Jaguar aired their first-ever Super Bowl commercial, “Good to be Bad,” featuring a lineup of British villains to introduce the new F-Type R Coupe. The overall objective of the campaign was to increase awareness of the Jaguar brand and the new model, drive traffic, and generate leads through the campaign-specific landing page, BritishVillains.com. Catalyst, in tandem with sister agency Mindshare, worked with Jaguar’s agency roster to build website traffic, using organic and paid search tactics to drive this traffic to the new landing page.

What We Did

Catalyst made technical recommendations to ensure search engine crawlability and content recommendations around consumer interest. Our goal was to be visible for keywords related to the Super Bowl, commercial actors, Jaguar brand, auto keywords, and Jaguar competitors. We competed on competitor terms such as “Volkswagen Super Bowl Commercial” and reacted in real time to a surprise Maserati commercial with a targeted ad. We also adjusted bids on our keywords to maintain share of voice. We ensured that ad copy messaging maintained the British Villain tone of voice and included a hashtag to foster engagement and site links to social properties as well as to website content.

The YouTube video was produced specifically to capture consumers who wanted to watch the commercial online and thereby drive traffic to the website and social platforms. We optimized the video and utilized in-search and in-stream to be present for Tactics included for keywords related to the Super Bowl, talent, commercial, brand, auto, and competitors.

Social media was used to engage with consumers before, during, and after the Super Bowl, driving awareness and traffic to YouTube and the website. We used a villainous voice to intrigue and engage with the most influential of the social audience (top 1%) as well as Real-time bidding to promote pre-created and real time tweets.