Every execution became an interactive experience that drove engagement.

We all know that people spend countless hours engaging with authentic posts and reels created by people rather than traditional ads or branded messages.

So, instead of promoting our channels, we strategically led people to the social pages of our community. Every touchpoint became a gateway to unskippable real adventures of Jeep fans.

Ordinary Jeepers turned into micro-influencers, inspiring new audiences and growing the Jeep tribe. We turned their content into Jeep branded entertainment. Jeep didn't promote itself, it promoted its people, and their passion became the most powerful advertisement.

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 expatriate 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 most copied car brand in the region. 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 give 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.

We wanted to nurture our relationship with this audience, while attracting new consumers who have the Jeep mindset.

Jeep has 20,000 passionate community members in the Middle East who upload entertaining content every time they take their cars on adventures. Their content celebrates their deep connection with their cars and captures their unique bond with our brand. We wanted to harness the creativity of these individuals to remind the world There’s Only One 4x4 quite like ours.

We replaced every Jeep Wrangler 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 unique cars appeared on our website, social pages and ads in English and Arabic, driving viewers to our community's social channels. In addition, we promoted our community's content instead of Jeep's.

As a result, viewers were pulled into a world of Jeep entertainment. An endless amount of captivating content showed off the best of what Jeep can do. Climbing boulders, crushing rocks, spitting up mud and snow. Jeep UGC uploaded by ordinary people instantly transformed into Jeep branded content.

As a final piece of entertainment, the campaign culminated in a tribute film made for adventurers, fully created from Jeep UGC. The film tagged all contributors as creators, again driving viewers back to their entertaining social content.

_People who would ordinarily not spend much time on official Jeep channels, spent time interacting with Jeep content we never made or owned, 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.