Every execution became an interactive experience that drove engagement.

For adventurers, the best CTA is no CTA. So, instead of guiding people to our channels, simple social usernames triggered adventurers’ need for exploration. Each billboard became a gateway to unique Jeep fan content. We shifted from showcasing our products to connecting people with Jeepers, their 4x4s, and real adventures. This not only inspired our audience and drove engagement. Many new customers joined the tribe.

By turning ordinary Jeepers into micro-influencers, we went beyond conventional advertising. Jeep enthusiasts became advocates, directly impacting their social circles, their online communities, and our customers.

The Middle Eastern automotive landscape is unique.

1. It’s very competitive. Less strict import restrictions have resulted in a wider range of car brands available than anywhere else, including many Jeep knock-offs. Bigger disposable incomes and cheaper fuel amplify consumer demand.

2. The Jeep community in the GCC is the most active in the world, for several reasons.

They have a bigger disposable income and, therefore, have more means to invest in an expensive hobby like cars. In addition, people in most parts of the Middle East spend a lot of time indoors due to the hot climate. Urban entertainment, like malls and indoor theme parks, is a massive pastime. Adventurers, like the ones in the Jeep community, yearn to spend time outdoors. Up to 85% of adventurers in major Middle Eastern cities are expat Asians, Arabs and Westerners who are far away from family and friends. So, they seek out every opportunity to spend time with like-minded individuals. As a result, they form very close bonds with the Jeep community, but also with their cars. Hence, the Middle East Jeep community is far more emotionally invested in our brand and their vehicles.

For decades Jeep’s positioning has been “There’s Only One.” It is the original SUV that helped people to go anywhere and do anything. However, Jeep is no longer the only capable SUV on the market. More and more carmakers in the region are designing vehicles which physically resemble Jeeps, communicating functional Jeep capability and reliability. We needed to remind people with an adventurous mindset that Jeep is the one brand that truly delivers on their desire for freedom.

Other brands can copy our designs. But the one thing that differentiates Jeep, our greatest asset, is our powerful community – a network of passionate enthusiasts. They are a vibrant and welcoming group – a place for owners to connect with like-minded, free-spirited people where they can make lifelong friends.

It was time for Jeep to reinforce its bond with existing and prospective consumers to maintain our brand positioning.

Jeep is the region's most copied car brand. But Jeep isn’t a car. It’s a way of life. Jeepers have powerful bonds with their vehicles. Their Jeeps are an extension of their personalities.

So instead of promoting another Jeep our competitors could copy, we replaced it with a range of Jeeps no other brand could copy – the cars of our community. Their passion for our cars is our greatest advertisement.

At Jeep, we build machines. But it’s only when someone gets behind the steering wheel that a Jeep’s soul is born. Every scratch, mud splash, and modification gives it meaning. When you give it a name, you give it life.

You can buy a Jeep lookalike anywhere, but you’ll never be part of Jeep unless you own a Jeep. Because Jeep isn’t a brand. It’s a community. We don’t make Jeep. They do.

People value individuality and pride themselves in owning their unique identity. 10% of Jeep owners in the GCC are categorized as ‘doers.’ They LOVE their Jeeps. They participate in organized group trips to the great outdoors. But more interestingly, they spend a lot of time and money on customizing their Jeeps. Their Jeeps give them the freedom to express their personalities, creativity, and passion. Most Jeepers even give their vehicles a nickname.

Jeep has 20,000 passionate community members in the Middle East who upload content every time they take their cars on an adventure. This deep connection with their cars and the Jeep brand is something no other brand can copy. So we harnessed the passion of these individuals, and replaced all the cars in our ads with the personalized vehicles of the Jeep community to remind the world There’s Only One 4x4 quite like ours.

We replaced every Jeep that our competitors could copy, with a range of community-owned Jeeps no other brand could copy. Cars we like to call “The Original Copies”. These exciting cars became our hero visuals in English and Arabic.

For true adventurers, the best CTA is no CTA, so to trigger our audience’s need for discovery, we only included the usernames of the Jeep owners, inspiring viewers to search for our community's social channels. Each billboard pulled people into a world of Jeep entertainment, connecting them with actual Jeepers, their 4x4s, and real adventures. An endless amount of authentic content taught them more about Jeep – modifications, new destinations, accessories, and local activities. Jeep UGC of ordinary people were instantly transformed into Jeep branded content.

People who would ordinarily spend little time on official Jeep channels, spent time interacting with Jeep content we never made, but smartly claimed for ourselves.

The total reach of our “micro-influencers” was higher than all our main competitors combined.

8x greater engagement with Jeepers’ content compared to Jeep brand content.

Defying advertising conventions, we didn’t show shiny, new cars. We only showed used Jeeps covered in dirt and scratches.

Used cars sold new cars: Wrangler/Gladiator sales increased over 59%, claiming back market share against our biggest competitor. Our campaign generated sales 6.9% higher than the industry standard.

There was a 17% increase in customizations of new cars sold.

23% growth in Jeep club membership numbers.

25% increase in the number of Jeep community outings.