Cannes Lions

JEEP

BBDO MEXICO, Mexico City / CHRYSLER / 2009

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Overview

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Credits

Overview

Execution

Our target likes to organize weekend trips with family and friends. Taking this into account, we decided to find outdoor media, since the Jeep brand also has to be close to nature. We had a very low budget and could only afford low cost billboards. So we concluded that using 3 billboards out of town instead of one in the city could be the best option. The timing was perfect since summer had just started and the billboards were located in Mexico's busiest highway (Mexico - Acapulco).

Outcome

By having the exits pointing to impassable roads, we demonstrated Jeep's off-road power automatically.Different media talked about the exits campaign. TV News, national newspapers and national radio programs mentioned it. We generated a lot of buzz resulting in an immediate positive brand association and loyalty.After advertising in the highway, jeep sales increased in 4 of its 6 brands (from July to October in Patriot, Compass, Commander and Grand Cherokee).

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