Luxury automaker Jaguar Cars Ltd. is running location-targeted display and search advertising to drive awareness of its new vehicle lineup and generate leads for its car dealerships.

For the campaign, Jaguar Canada and Cyberplex Inc. tapped Poynt Corp.?s mobile local search services, which include delivering location-based personalized ads, offers and coupons to smartphones based on GPS location and user profile. The ads within the Poynt application for BlackBerry, iPhone and iPod touch, Android and Windows Phone 7 devices featured click-to-call functionality.

?Jaguar's recent brand messaging and driving philosophy in the redesign and launch of their iconic line of vehicles is design, technology and performance,? said Steven Majewski, national marketing manager at Jaguar Canada, Toronto.

?As a luxury brand, it is important that prospects are able to connect with the brand across all platforms in a convenient way, and Jaguar sees location-based mobile advertising as an opportunity to do this while staying focused on performance-driven campaigns to generate leads for dealers,? he said.

?The objective is to communicate that the brand as a whole, like our vehicles, is on the cutting edge of technology, both to power performance but also to provide the accessibility and convenience that the discerning luxury segment expects.?

Jaguar is a British luxury car manufacturer headquartered in Whitley, Coventry, England. It is a wholly owned subsidiary of the Indian company Tata Motors Ltd. and is operated as part of the Jaguar Land Rover business.

Headquartered in Calgary, AB, Canada, Poynt Corp. develops and operates location-based mobile applications designed to enhance consumers? ability to connect with nearby people and businesses.

Mobile local search, LBS
The Jaguar mobile campaign targeted successful business professionals with a household income in excess of $300,000?for example, business owners and entrepreneurs, professional business designation with executive position, doctors and lawyers.

The primary target was consumers ages 35-54, while the secondary target was consumers ages 55-69.

The target gender was split 50-50 between male and female.

Poynt?s technology couples user-stated intention with relevant, local information, which it claims are the key drivers in providing transactional capabilities within any pre-defined geographic area or geofence.

With a heavier concentration of BlackBerry users using the Poynt application, the campaign is not as broadly represented across iPhone, Android and Windows Phone 7 devices.

However, Jaguar felt that this was a benefit in many ways, as the brand?s target demographic is better represented by BlackBerry device users.

?The campaign has been modified to play to the strengths of each device and audience,? said Matthew Ames, director of performance media at Cyberplex, Toronto.

?BlackBerry users are presented with a more location-based click-to-call approach, while iPhone and Android users are presented with more video content,? he said.

?The nature of mobile devices means they are portable and offer especially high relevance in the context of location-based messaging supported by functionality native to the devices such as GPS/mapping, digital camera, video capability and quick data input interfaces.?

Final Take
Margaret Glover-Campbell