20,000 Jeep owners in the Middle East are part of unofficial Jeep clubs. Many of them post content on social when they take their cars on adventures.

We harnessed the voices of these passionate individuals. Their social profiles became our greatest advertisement. Their passion inspired every execution, and instead of promoting Jeep, we promoted them and their social profiles. All touchpoints, offline and online, worked as an ecosystem that drove people to our Jeep online community where they could experience the brand in its most authentic form, through the eyes of the people who love the brand the most.

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. 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.

Many brands copy Jeep’s designs. 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.

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 look-a-like 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.

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

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 commercial 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 – "original copies."

These unique cars appeared on our website, social pages and ads in English and Arabic. We featured Jeep owners’ usernames next to their vehicles, driving people to their social channels. This effectively turned Jeep community members into micro-influencers. We also put media money behind our community’s content, instead of directing people back to Jeep.com. Organic Jeep fan content became Jeep branded content, turning social profiles into Jeep showrooms. In addition, templates and soundbites on social allowed anyone to create Reels with their own content. Finally, we released a social film, completely made of UGC to celebrate our community and their unique connection with their Jeeps. All campaign elements worked in unison to reinforce our campaign mantra that we don’t make Jeep. Our customers do."

- 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.

- Over 12 million views of our main film across all platforms.

- Over 17,000 website visits to Jeep.com

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

- Reach greater than our competitors combined.

- 23% growth in Jeep club membership numbers.

- 25% increase in the number of Jeep community outings.

- A 15% increase in women participating in community events and a 10% increase in whole-family participation.

- 17% increase in customizations of new cars sold.

- Our campaign was picked up by major industry blogs and magazines across the world.