Cannes Lions

Jeep Game Xperience

F.BIZ, Sao Paulo / STELLANTIS / 2022

Presentation Image
Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Background

With approximately 60% of market share a year and a great demand on dealerships, in 2021 Jeep faced an obstacle to its leadership in Compass’ category: the lack of semiconductor chips – essential to the automotive industry. 2021 Compass’ inventory ran out and the model would no longer be produced, prioritizing 2022’s release.

So Jeep had to bring the launch of the 2022 version forward to start the presale and redirect as many consumers as possible, making those waiting for 2021 version purchase the new 2022 Compass.

But how to launch a car that hadn’t been fully revealed by the manufacturer and wasn’t ready for a test-drive – the main purchase trigger?

And Brazil was going through the peak of the 2021 pandemic. How to launch a new Jeep – a brand that has always been connected to living new adventures in nature – in the middle of a pandemic?

Idea

Jeep turned the challenge into an opportunity.

It pushed its innovation territory: it invaded the game universe and, to attract game influencers’ attention and use its power of influence, Jeep developed an immersive experience in the most popular RPG in Brazil: GTA Cidade Alta. That’s how the 1st Jeep Game Xperience was created.

To accomplish that, Jeep built a dealership just like in real life, with salespeople, Jeep Gear clothing and accessories store, a tattoo parlor and an off-road trail for test-drive. And they also created the new 2022 Compass, with all its features and functionalities, making it the most realistic car in the game.

And to invite gamers and the Jeep community to this immersive experience, the brand made the 1st car commercial shot and produced inside a game.

Strategy

Since the 2022 Compass wasn’t ready, Jeep took the moment to widen its connection to the Brazilian audience and join a cultural and current movement in the country: the gaming world.

After all, 72% of all Brazilians play some kind of game, and 75.8% of them started to play more because of social distancing.

To ensure the reality of the experience, Jeep chose the RPG genre, where people live a real life through a virtual one. So, they celebrated an unprecedented partnership with Cidade Alta, GTA’s largest online private server in Latin America.

After the game was developed, the initiative was amplified with the 1st car commercial ever produced inside a game.

This film shared the launch of the new Compass, in addition to inviting the audience to the Jeep Game Xperience live stream, through posts on the brand’s, Cidade Alta’s, and the event host’s social media.

Execution

To ensure the reality of the experience, Jeep made its first choice: the RPG genre, where people live a real life through a virtual one.

So, they celebrated an unprecedented partnership with Cidade Alta, GTA’s largest online private server in Brazil and Latin America.

Its legion of fans are known for creating and sharing content throughout that universe, making it the most followed game on Twitch by the Brazilian audience, with more than 250 MM hours watched/month.

To bring the 1st Jeep Game Xperience to life, the new 2022 Compass was “manufactured” in the most realistic way possible inside the game, with all the new features and detailed functionalities. There were 600 cars available that users could rent using the game coin.

Jeep also created a dealership just like in real life, including a Jeep Gear clothing and accessories store. And it developed an off-road test lane for driving instructions with all the elements of the brand’s adventure experience.

After the game was developed, the initiative was amplified with the 1st ever car commercial fully shot and produced inside a game.

This film was used to promote the launch of the new Compass as well as to invite the audience to the Jeep Game Xperience, through posts on the brand’s, Cidade Alta’s, and the event host’s social media.

Finally, the gamer and influencer Nyvi Estephan (the most popular e-sports host in Latin America) lived and shared the whole experience: from going to the dealership to driving the convoy on the Jeep trail.

Everything was streamed live simultaneously on the brand’s YouTube channel and the influencer’s Facebook page, ensuring the interaction with the two targets: gamers and Jeep’s core audience.

Outcome

Outside the game:

- 11 MM impressions

- 3.17 MM views

- 143.8k in engagement with Jeep Game Xperience (43% spontaneous content)

- Jeep’s IGTV organic post was the most-watched in the history of the brand

Inside the game:

- 80% of the people connected to GTA during the 2 days of the activation had contact with Jeep Game Xperience

- 13 of the 20 biggest GTA influencers organically shared the activation

- Sold out: 100% of the Compass vehicles were rented inside the game in the first 24 hours of the activation, and so were the extra cars available on the next day

- ? of the gamers that took part in the game experience visited Jeep’s website

- On the day of the activation, 83% of the new visitors of the website came from Jeep Game Xperience, a number three times bigger than the daily average

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