Cannes Lions

JEEP

LEO BURNETT MOSCOW, Moscow / CHRYSLER / 2014

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Overview

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Credits

Overview

Description

We created 10 000 alpinist carabiners to distribute them at travel gear stores for a purchase over $100 during one month. However, only within the first week of the campaign around 5 000 carabiners were handed out.

Mostly the campaign aimed to men, ages 28-50. By implementing this criterion, we managed to draw attention of people who are likely to share Jeep brand values.

Execution

The idea was based on the carabiner as an adventurers’ signature tool that was remodeled in the shape of a Jeep to tie the brand with extreme and advanced travelling. We ran this promo campaign in travel gear stores assuming that we're more likely to get in touch there with our target audience and to draw them to Jeep®Territory.

Outcome

We handed out about 5,000 carabiners during the first week of the promotion. 952 of them brought customers to the test-drive during the following month and we still have reports of new customers bringing our cards to JeepTerritory. Most of the shops loyal clientele was made aware of this advertising campaign.

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