Wait Marketing and Contextual Advertising

Thanks to an in-depth semiotic analysis of the luxury car category that was conducted, the strategic planners of the Euro RSCG New York noticed all players were using the same codes and conventions. “When you are such a small player, spending way less money than the competitors, a necessary – but not sufficient – condition to success is to be breakthrough and dare disrupting the category’s conventions” says François Grouiller, the US Strategic Planner on the business. “And to connect to the high-end target, we needed to be highly aspirational and re-create desire for the brand” adds Andrew Benett, Chief Strategy Officer of the New York agency. With that in mind, Fuel proposed to Jaguar a new and innovative positioning: “New Fashioned Luxury”. The idea for Jaguar is not to communicate as an Automotive company anymore but as a modern, exciting luxury brand.
Jaguar is the perfect example of how the context of an advertising campaign, here the congruence between the media and the message, can dramatically improve the impact of the communication.
Thank you François for this perfect example of the power of positioning and contextual advertising :)

Diana Derval
Wait Marketing guru

Source: Interview with François Grouiller, Strategic Planner, Euro RSCG Fuel - March 1, 2006.