Fiat Chrysler: You bought a Jeep? Here's why

This case study explains how Jeep, the auto brand, increased sales in Australia with a campaign that improved consumer perceptions of the marque.

Fiat Chrysler: You bought a Jeep? Here's why

Campaign details

Agency: cummins&partners/MaxusAdvertiser: Fiat Chrysler Group LLCAuthor: Adam Ferrier, Ben Epstein and Virginia PrachtTotal campaign expenditure: $10 - 20 million

Executive summary

'You bought a Jeep?' Here's why.

Jeep had always been a niche brand in Australia, considered an American army vehicle lacking relevance to most Australians. This resulted in decades of stagnant sales, whilst the rest of the SUV category experienced record growth1. In 2012 however, the 'I bought a Jeep' campaign was launched and Jeep fortunes changed dramatically.

The campaign...

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