How 'smart targeting' helped create original advertising for Jeep Cherokee

Matthew Baker

The challenge was to launch Jeep Cherokee into the tightly-packed UK 4X4 market dominated by the Range Rover 'icon' and its accessible offspring, Discovery, plus capable Japanese brands like Mitsubishi's Shogun and cheap imitators like Vitara and Frontera.
Agency: Delaney Fletcher BozellAuthor: Matthew Baker

How 'smart targeting' helped create original advertising for Jeep Cherokee

 

INTRODUCTION

The challenge was to launch Jeep Cherokee into the tightly-packed UK 4X4 market dominated by the Range Rover 'icon' and its accessible offspring, Discovery, plus capable Japanese brands like Mitsubishi's Shogun and cheap imitators like Vitara and Frontera.

Land Rover's stranglehold on the UK 4X4 market with its 'benchmark' vehicles was remarkable; its hold over the hearts and minds of the nation, even more extraordinary. Range Rover's premium luxury status and quintessential Englishness made it the aspirational pinnacle,...

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