Title	THE 3.5 SEC BUMPER ADS
Brand	JAGUAR
Product/Service	JAGUAR F-TYPE
Category	A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Idea Creation	M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Idea Creation 2	M&C SAATCHI TEL AVIV Herzliya, ISRAEL
Media Placement	TMF Tel Aviv, ISRAEL

Name	Company	Position
Tzur Golan	M&C Saatchi Tel Aviv	Chief Creative Officer & OWNER
Uri Marek	M&C Saatchi Tel Aviv	Copywriter
Alon Avni	M&C Saatchi Tel Aviv	Art director
ALON HOCHDORF	M&C Saatchi Tel Aviv	CEO & OWNER
Idit Zemmer	M&C Saatchi Tel Aviv	Group Account Director
Ori Krasner	M&C Saatchi Tel Aviv	Account Director
Alex Osadchi	M&C Saatchi Tel Aviv	Video Editor

Why is this work relevant for Media?

This work is relevant for media because it uses a media channel (a YouTube bumper), that is perceived as limited (because of the 6 second time limit) in a way that uses a restriction as an opportunity

Background

The Jaguar brand in general and the F-Type brand, in particular, is a Luxury sports car brand that's fighting in Israel for the attention of its target audience alongside other quality models, mainly it's German competitors. The qualities that differentiate Jaguar from its competition are performance and a sporty character. The brief aimed to strengthen the brand's sporty character perception in a way that creates an emotional attachment with the purpose of retaining the Jaguar brand's top of mind among its audience.

Describe the creative idea/insights

A YouTube bumper Ad is a 6 sec video ad - one of the shortest and most challenging video formats. But sometimes a limitation presents an opportunity. For the Jaguar F-TYPE, one of the world's fastest cars, 6 sec is way too much time. So we decided to donate the spare seconds for those who need it the most: 10 Non-profit organizations – for them every second of exposure is a blessing. We created a bumper Ad with 10 different versions, each one of which ended with the respective logo and phone number of the featured non-profit organization.

Describe the strategy

The media strategy here is "an unexpected solution in an unexpected medium". The significant strategic decision was using just part of the time the medium allocated, where time was confined to begin with.

Describe the execution

The execution was very simple: We used the exact time it takes Jaguar F-Type to accelerate from 0 to 100 km/h to pass the message of the car's sporty character and we dedicated the remaining time in each video to a different nonprofit's logo and phone number.

List the results

The videos were played thousands of times on YouTube and reached a very wide exposure among the target audience. Since the purpose of the campaign was to boost brand image rather than sales, there is no doubt it was successful.