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...