Cannes Lions

GRAND CHEROKEE

OMD TURKEY, Istanbul / CHRYSLER / 2006

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Overview

Entries

Credits

Overview

Execution

Selectivity was key with consideration given to the types of engagement that matched the groups’ particular exclusive interests and activities, thereby ensuring maximum attention.

We used the exclusive Jeep-sponsored Istanbul Horse Show as a back-drop for lifestyle advertorials in exclusive leisure titles. Private health club magazines and the palacial environment of a VIP cinema suite further targeted the group in their leisure time. Meanwhile advertorials in National Geographic and Capital provided necessary status and credibility.

Outcome

We over-achieved the ambitious launch target for 2005 by 13%, which was impressive enough, but with market growth in the sector growing by 51%, we helped Grand Cherokee grow its market share by 20% within it, outselling BMW and VW and gaining market leadership in the comparative class.

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