Jaguar launches its debut interactive TV spot with RKCR/Y&R

The premium car marque Jaguar is to launch its first interactive television executions based around the current TV ads developed by Rainey Kelly Campbell Roalfe/Y&R.

The latest ad for Jaguar's flagship car brand the X-Type, called "snow plough", has been enhanced to feature a red button that will allow viewers to interact to gain more information.

The treatment shows the X-Type pulling a snow plough through roads clogged with powder snow, to highlight the technology and power behind the X-Type's all-wheel drive capability.

The interactive television campaign is running on Sky Digital for a month with the efficacy to be measured against awareness, use and response rates.

Users that click on the red button are taken to a dedicated advertiser location, an interactive television version of a website, designed by Ogilvy Interactive.

The campaign was planned and co-ordinated by MindShare and its new-media arm, m digital.