Campaign details

Brand: Jeep
Lead Agency: Bullitt Entertainment

Strategy

Objective

A Jeep Wrangler is more than just a way to get around, it's a way of life. As such, for Wrangler owners and fans, expectations for the launch of the 2018 Jeep Wrangler were extremely high. They'd been waiting a long time for an upgrade; the previous generation was introduced in 2007. Enthusiastic owners and loyalists wanted to see and learn as much about the 2018 redesign as they possibly could.

Our strategic objective for the hotly anticipated launch of the all new 2018 Jeep Wrangler was two-fold:

  1. Upper-Funnel: Build excitement and interest in a vehicle that Wrangler fans couldn't see in person because it hadn't launched yet.
  2. Lower Funnel: Channel that excitement into building the 2018 Wrangler of their dreams and finding it a nearby dealership.

These two objectives guided our success measures. Bring the model to life in a way that would not only drive upper funnel success measures like engagement, but also translate that engagement into lower funnel success measures like purchase interest.

Target Audience