Our strategy was firmly based in the attitude of the potential consumer. These are powerful, successful and self-motivated individuals that like luxury and feel they deserve it. They make their own decisions, like options and don’t want to be told what to think or say.

Our creative threw down the gauntlet by offering two envelopes to open – ‘Trust your own judgement’ or ‘Trust the judgement of others’. One flattered and one informed. Either way, they were left with no doubt that a test drive was the only option to truly experience the XJ.

The results
After a huge media fanfare, there was a long delay before launch. The XJ was also the most expensive Jaguar in the range. Despite this, from a 20,000 mailing, Jaguar received 144 calls with 81 test drives taken – the most amount of leads ever generated by a Jaguar campaign.








Envelope 1:
I trust my own judgment.
Contains an personalised exclusive test drive invitation to experience the XJ for yourself.




Envelope 2:
I trust the judgment of others.
Contains a selection of quotes and opinion from leading journalists such as Quentin Wilson.





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