Jeep: The call for adventure

Jeep, a car manufacturer, increased membership numbers and sales in the UAE by Prompting adventurers to revisit the language of past adventures.

Campaign details

Brand: JeepAgency: Publicis Groupe - Starcom MENARegion: EMEA

Strategy

Objective

The automotive business was in a dormant state during the dog days of Covid19. Lockdowns prevented showroom visits and supply chain disruption limited stock availability, sending prices soaring for what stock existed. Even prior to these more recent events the Jeep brand was under pressure from significant and new competitors, which encroached not just on the Jeep brand's capability USPs but on the Jeep brand's emotional territory of freedom and adventure in the natural world.

The challenge was how to reaffirm Jeep's unique...

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