The new Jaguar XJ had a starring role in the latest James Bond movie, Skyfall. What we need to do is show consumers that this car is not just for the film; they can actually own the same model today.


Annotated ‘Skyfall Copy scripts’ were left at high-end restaurants and clubs during Dubai International Film Festival. Anyone who found a script and read it would realise it was actually a sales pitch for the Jaguar XJ. They would also win ticket to the Skyfall premiere and a chauffeured XJ for the evening. When this promotion went live, Facebook and Twitter exploded and the amount of free PR generated was incalculable as column inches were filled not just locally but internationally as well. Test drive requests trebled and orders beat all expectations.