The Middle East Jeep Community is among the strongest Jeep communities globally. They embody our brand value of discovery, and recognize our brand in an instant.

They are explorers who choose the road less traveled. So, we wanted to capture their attention anytime they weren’t outside having an adventure. But how could we speak to a community that loves a challenge?

For true adventurers, the strongest CTA is no CTA. Instead, we minted a new Jeep Morse Code Font, refined to match the dimensions of our Jeep grille identity. Then, we broadcast cryptic messages which sparked a search. We led people to our microsite where people decoded the signals, created their own calls of adventure and continued their discovery by booking a test drive.

The result was a campaign that honored our brand essence of discovery, and a visual language no other automotive brand could copy.

MORSE CODE:

-.. .. ... -.-. --- -. -. . -.-. -

ENGLISH TRANSLATION:

Disconnect