A famous campaign, scored stage by stage through the ILAW 8-stage funnel. The judges are in. Did it power the journey — or sashay away?
The judges’ scorecard
The same eight stages every campaign moves through — scored out of 10. Tap a stage for the notes.
Same eight stages, every episode. One green cell, seven that aren’t — the shape of a campaign that aced attention and emptied everything behind it.
The read, stage by stage
Acquisition is investment. Retention is where the money returns. Tap a stage for the judges’ notes.
9 /10▾
“What on earth has Jaguar done?”
What they did
- Dropped a car-less “Copy Nothing” film — models, colour blocks, “Delete Ordinary”, “Live Vivid”.
- Binned the leaping cat for a minimalist, mixed-case JAGUAR wordmark.
- Leaned into shock as the strategy — a total identity reset, not a logo tweak.
Metric · addressable attention
Fact Elon Musk’s “Do you sell cars?” reply: ~164k likes, ~3M views — and every outlet piled in.
Fact The reaction was loud enough to trigger a global agency review.
Est Total earned reach not aggregated, but it was the most-talked-about car rebrand in years.
5 /10▾
“…but what actually IS it? Do they still make cars?”
What they did
- Made the rebrand itself the discovery layer — but it answered “what is this?” with more questions.
- No product in the launch film; a fashion-house register with no car in sight.
Metric · engaged audience
Fact “Do you sell cars?” became the defining public question of the launch.
Est Search spiked — but on “what happened to Jaguar”, not on buying intent.
4 /10▾
“Is this brave, or is it brand vandalism?”
What they did
- Unveiled the Type 00 concept (Miami, Dec 2024) — a genuinely radical GT to justify the noise.
- Framed it as a reposition into ultra-luxury, Bentley/Aston territory.
Metric · consideration & validation
Fact The Type 00 concept won real design praise — a rare bright spot.
Fact The rebrand itself drew a hostile verdict — “brand vandalism”, an anti-woke firestorm, gatekeepers unconvinced.
1 /10▾
“OK, I’m intrigued — can I buy one?” … “No.”
What they did
- Ceased production of every model by Dec 2024. Showrooms left empty.
- Nothing to sell for roughly two years while the new range was built.
Metric · conversion & sales
Fact 49 European registrations in Apr 2025 vs 1,961 a year earlier — a 97.5% collapse.
Fact No production car on sale, at any price, for the whole attention peak.
1 /10▾
“I want to live with one.” … “There isn’t one yet.”
What they did
- No new product to use, drive, or show off.
- Existing owners orphaned as the whole range was axed.
Metric · consumption
Est No new-car usage to measure — the brand simply went dark on product.
4 /10▾
“Was any of that worth it?”
What they did
- Left the public scoreboard to the sales figures and the relaunch — both still unfolding.
- Bet the verdict on a car nobody could yet see.
Metric · verdict
Fact Judged on what shipped, the numbers read as a disaster (that 97.5%).
Est The real verdict lands with the Type 01 — pricing revealed summer 2026.
2 /10▾
“I’ve bought Jaguars for 20 years.” … “You’re not who this is for anymore.”
What they did
- Deliberately torched the existing, older, traditional customer base to reposition.
- Left loyal buyers with no upgrade path — by design, not accident.
Metric · repeat & loyalty revenue
Fact The entire legacy range discontinued; the loyal base has nothing to re-buy.
Est New-audience capture unproven until the Type 01 actually sells.
6 /10▾
“Did you SEE what Jaguar did?” (sent with a laughing emoji)
What they did
- Let the internet do the distributing — memes, duets, think-pieces, parody logos.
- Became a marketing-world case study within 48 hours.
Metric · advocacy & earned media
Fact Record earned media and share volume for a car rebrand.
Est Sentiment overwhelmingly ironic or hostile — sharing, not championing.
The same campaign — in pounds
Because every pound should show its working. Illustrative on public benchmarks — not Jaguar’s real books.
The punchline, in pounds
This is the mirror image of the pop teardowns. Madonna and Kylie built attention then monetised the back half. Jaguar built the attention, then deliberately deleted the back half — no product to buy, no product to use, the loyal base burned — and asked everyone to wait two years for the payoff. Attention is not demand. The most expensive silence in car marketing only becomes a strategy if the Type 01 converts. Until it does, it’s a bonfire of reach.
The campaign as a timeline
The verdict — Sashay away (for now)
32 of 80. Jaguar bought the most attention in automotive history and had nothing to sell. That isn’t a caption — it’s the whole teardown. They aced Notices and deliberately emptied every stage behind it: nothing to buy, nothing to use, and a loyal base set alight on purpose. On the funnel as it stands, that’s close to a worst case — all top, no bottom, for two years. And yet. This was never meant to be judged in 2025; it’s a two-year bet that pays or doesn’t when the £100k+ Type 01 lands this summer. Land it, and this becomes the bravest brand reset of the decade. Miss, and it’s the most expensive proof ever built that attention is not demand. The category was the gamble. For now, she sashays — ask us again after the Type 01.
Sources
- Forbes — rebrand backlash + Musk’s “Do you sell cars?”
- Wikipedia — Jaguar Type 00 / Type 01 (concept, production plan, specs)
- Top Gear — Type 00 / Type 01 first impressions
- Autoblog — Type 01 name + reboot
- ACEA / trade press — European registrations Apr 2025 (49) vs Apr 2024 (1,961), the 97.5% collapse
- DesignRush / marketing press — “Copy Nothing” reaction
