Jaguar is giving away free cars – but only to people who can already afford them and live the “right” lifestyle, the “Gorgeous” lifestyle, as part of their Gorgeous marketing campaign.
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The luxury car maker is planting brand new $80,000 Jaguar XKs in New York (in the hands of Nico Bossi, one of the city's “beautiful people”), Los Angeles (with skateboarder Reese Forbes), Dallas, Phoenix, Las Vegas, Denver and Chicago., in the hopes that lifestyle envy will prompt more potential buyers to consider the car and the brand.
It's reality advertising because, though you see thousands of cars each day, this is the one that is put there with the sole purpose of being seen. The company sought out people who already did things that people aspire to do and go places where people aspire to go.
Jaguar says that the campaign is “about people seeing Nico and the car and wanting to be part of that.” Nico doesn't reveal that he doesn't own the car to people who ask, but is happy to rattle off the price and specifications of the vehicle.
Jaguar is hoping that seeing the car in all the right places will convince younger buyers that Jags are not just for their parents.
