Campaign details

Brand: Jeep
Lead Agency: Publicis.Sapient

Strategy

Objective

The launch of the 2018 Wrangler was the most important vehicle reveal in over a decade for the Jeep Brand. Our objectives were to use the website to build excitement and create buzz for the reveal moment and to create sales leads for Fiat Chrysler Automobiles (FCA) by driving users to Sign Up for Updates (SUFU).

As the most important vehicle in the Jeep Brand lineup, the all-new Wrangler had hefty sales goals. We had to ensure our launch strategy communicated vehicle improvements that were coming, without implying that our current generation vehicles were falling short.

The Jeep Wrangler is an icon. It was a challenge to find the right balance between the 'all-new' vehicle messaging in the website creative. It was important to demonstrate to users how the vehicle had improved yet remained true to its heritage. We needed to maintain a focus on the Jeep brand history and community aspect, while clearly articulating the improvements to the vehicle's exterior and interior design, capability, and safety.