Jaguar UK and Sky Media announce the luxury vehicle company as the launch partner of Sky Documentaries, which airs for the first time today. The channel sponsorship, complemented by the upmarket positioning of the Sky Documentaries channel, aims to drive Jaguar’s connection with a creative and mindful audience.
With a mix of feature length documentaries and series that will challenge, provoke and entertain, the channel will explore a broad range of topics from sport and real-world controversies through to biographies of some of the world’s most famous and infamous people. The Jaguar sponsorship of Sky Documentaries, will live across TV and On-Demand wherever the content is viewed.
Anthony Bradbury, Marketing Director, Jaguar Land Rover UK added: “Creativity is at the heart of the Jaguar brand and we want to engage with like-minds across the UK – our partnership with Sky Documentaries will enable us to do just that. This is a perfect opportunity for us to connect with a new audience in an exciting way to bring the Jaguar story to life.”
A series of 5, 10 and 15 second idents, created by Spark44, act as micro-documentaries that tell the story behind the story. Each one gives a mesmerising glimpse into the extraordinary processes behind the scenes at Jaguar. As the benchmark in British automotive design, Jaguar pushes the boundaries of design, engineering and testing to create extraordinary vehicles. The sponsorship line, ‘Extraordinary stories on Sky Documentaries powered by Jaguar’, promises that Jaguar takes its sponsorship role as seriously as its approach to the creation of its vehicles.
With a range of SUV and all-electric models now in its portfolio, Jaguar aims to broaden its appeal with a new audience segment, particularly women and future Jaguar drivers aged 25 to 55 through editorially driven content platforms. To do this, the two-year sponsorship will run across linear TV and VOD and will be further amplified through the AdSmart from Sky platform to hyper target relevant audiences and extend reach. The partnership will also be supported by additional media investment and amplified through various activation opportunities throughout the two-year period.
Duncan Wynn, Director of Sales at Sky Media, said, “We’re thrilled to be working with Jaguar as we add this new and exciting brand to the strong family of Sky channels. By partnering with Sky Documentaries, Jaguar will be able to connect with an upmarket audience that is keen to learn and engage with compelling and premium content.”
Emma Lockett, Agency Partner at The Story Lab, said “Jaguar’s reputation for premium vehicles makes it a perfect partner for platforms built on the kind of high quality and informative programming that Sky Documentaries offers. In fact, documentaries provide valuable ‘watercooler’ moment that gets people talking and our ambition is to use this partnership to make Jaguar an integral part of that conversation and open the brand to new audiences.”
The campaign, which was identified and negotiated by Dentsu Aegis Network agencies dentsu X and The Story Lab respectively, will launches 27th May 2020 and will run until 26th May 2022.
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