Jeep Advertising Campaign

[TK421]

Howdy dudes,

I just thought I bring to you the latest advertising for Jeep - created by BBDO Toronto as this advert has been nominated as a finalist at the London International awards:

http://www.liaentries.com/winners/?id_medium=8&id_category=0&view=details&range=f&page=18&keyword=&medium=&category=&award=&country=&title_brand=&credits=&company_name=&city=

Hope you like it - guess it's a matter of opinion, but I like it.

TK.

[casey]

Hehe, thats pretty good :)

I got some more on it here...

http://aoy.strategymag.com/2008/bbdo/jeep.html

Jeep Wrangler

Within the increasingly competitive compact SUV class, Jeep was looking to create consumer demand around its new Wrangler model. While the basic body design had hardly changed since its inception, Jeep added two more doors and more room to this classic 4WD. The problem was that this innovation wasn’t inherently sexy to the consumer or differentiating for the brand.

Jeep’s legendary ability to go to the most extreme parts of the world provided the creative inspiration to address the strategic challenge. Being able to take more people to remote parts of the world could have dire consequences – and this became the creative idea for the campaign.

In a mixture of OOH, dealer posters and magazine advertising, three executions depicted the consequences of the insight: a grizzly bear, a lion and a python in remote locales benefiting from the SUV’s new four-door feature. The super read: “The five-passenger Wrangler Unlimited. Bringing more people to more remote places.”

The media selection dovetailed with the extreme creative approach, choosing irreverent publications like Vice, Maxim and Now magazines.

The creative work has been recognized internationally and at home (winning at D&AD, One Show, Clios and Obies, and shortlisted at Cannes), and the Jeep Wrangler continues to grow in its segment. The campaign ran in collaboration with retail sales support which resulted in a 54% lift for the total Jeep Wrangler brand during the first six months from launch, in the same year that new or redesigned compact SUVs were launched from eight other auto companies.

http://aoy.strategymag.com/2008/bbdo/jeep/Jeep_Fat_Bear.jpg

http://aoy.strategymag.com/2008/bbdo/jeep/Jeep_Fat_Lion.jpg

http://aoy.strategymag.com/2008/bbdo/jeep/Jeep_Fat_Snake.jpg