Jaguar adds local impetus to global 'ALIVE' brand campaign
Source: BI-ME , Author: Posted by BI-ME staff
Posted: Thu July 12, 2012 11:06 am

UAE. With a new Jaguar logo, brand campaign, expanding line-up of cars and an increased focus on younger drivers, it is an exciting time for Jaguar.

The recently launched and highly innovative 'ALIVE' marketing campaign aims to increase Jaguar's brand awareness among a new audience.

Tied to the marque's ambitious future plans, the campaign is deliberately provocative, designed to capitalise on the existing emotional pull of Jaguar's cars, and challenges consumers to answer: 'How alive are you?'

To add a Middle East impetus, Jaguar has worked closely with talented individuals from Kuwait, Lebanon and Saudi Arabia to create short online films that capture what makes them feel alive.

The series of high quality web films and viral material portray the spirit of the Jaguar ALIVE campaign and are hosted on the global Jaguar website, as well as on the MENA regional Jaguar social platforms. The next film in the series captures a TV personality from the UAE, and will be followed closely by an individual from Morocco.

Speaking about the success of the campaign, Hannah Naji, Marketing Director for Jaguar Land Rover MENAP, said “We are delighted with the outcome so far. It has been so exciting working with such a variety of talented individuals and each one truly encapsulates the Jaguar brand personality through their work and attitude.

"Jaguar customers are talented, confident, and intelligent people who create and design businesses, technologies and lifestyles that have an impact on our culture. They are contemporary, sophisticated and open minded. They are well-informed, influential and constantly on the move, seeking what will inspire them next.

"Thanks to the support and hard work of our dealer partners, we identified the individuals that would best represent the Jaguar customer and it was an honour to have worked with them for this element of the ALIVE brand campaign.”

Tony Salamé, CEO of Aïshti in Beirut, Abeer Al-Essa, a senior PR specialist at Kuwait Petroleum Corporation, Loai Naseem, founder and CEO of Lomar in Saudi Arabia and Ahmed Al Hashimi, an aspiring entrepreneur from the UAE are the first four individuals to be part of the project.

Each interviewee is asked a series of questions around creativity, travel, inspiration and ultimately what makes them feel alive. Part of the filming takes place in a Jaguar, capturing a point in their daily life; driving to and from work, driving to meet friends and relatives or simply getting away from it all on a long scenic drive.

Tony Salamé, CEO, Aïshti Group, Beirut
Tony Georges Salamé is the founder, chairman and CEO of the Tony Salamé Group of Companies. Established in 1989, the group manages a wholesale business through TSG and a retail business through Aïshti, dealing in clothes, bags, shoes, accessories, cosmetics, furniture, tableware, watches, eyewear, jewellery and architectural products, with a real estate business offering through “At Home” and a distribution company, Middle East Distribution Network (MEDN). As Chairman and Chief Executive Officer, Mr. Salamé is involved in the day-to-day management of the group and focuses on developing and improving current and new business ventures. Married to Elham since 1998, the couple have three children.

Abeer Al-Essa, Senior Specialist PR, Kuwait Petroleum Corporation, Kuwait
Abeer heads up the PR division for Kuwait Petroleum in Kuwait. A true brand ambassador, Abeer has been a Jaguar owner since 1998 when she purchased an XK8. Abeer is a well educated businesswoman and is married to Sheikh Ahmad Dawood Al-Sabah (a member of the ruling family), who, as president of the Kuwait Motor Sports Club is an avid automotive fan.

Loai Naseem, Founder and CEO of Lomar, Saudi Arabia
The Jeddah born founder and CEO of Lomar, Loai Naseem is a graphic design graduate from the Art Institute of Houston and a former art director at Leo Burnett. After 8 successful years as the creative director with the first graphic design agency in Saudi Arabia, 3Points, Loai decided it was time to make his mark on the design landscape. In 2005, he founded the Lomar brand with an ambition to redefine the thobe. The past meets the future in Lomar’s thobe designs, redefining male elegance in the region.

Ahmed Al Hashimi, TV Presenter, UAE                                                            Ahmed Al Hashimi epitomizes the Jaguar brand personality through his enthusiastic approach to life and work, taking on a demanding career in media whilst also developing a financial and managerial role with Abu Dhabi Commercial Bank (ADCB).

The popular Emirati is renowned in the media industry for his flair and talent, as a presenter for Dubai TV’s automotive show Cars, and currently for his work with DM TV, where he hosts a weekly legal programme. Ahmed has also excelled in his role as branch manager with Abu Dhabi Commercial Bank (ADCB), having received many accolades and promotions during his tenure with the financial giant. Ahmed is also a partner in Fashionista Café, a popular destination on Dubai’s social scene.

Photo: Abeer Al-Essa, Senior Specialist PR, Kuwait Petroleum Corporation, Kuwait

About Jaguar
Jaguar is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company's vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today's Jaguar lineup consists of the XJ luxury sedan, XF sports sedan and the XK coupe and convertible sports cars. Jaguar designs, engineers and manufactures all their cars exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programmes.



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