Cannes Lions
F.BIZ, Sao Paulo / JEEP / 2018
Overview
Entries
Credits
Description
Experiencing the off-road spirit is not easy. But with a little help from a
Web page that solves your doubts without an Internet connection, it’s far
less difficult. Jeep Offline Site is an exclusive digital platform that
provides an innovative brand experience for our consumers’ adventures:
a real-time access to survival tips even on the most inhospitable places in
the world.
Execution
To implement Jeep Offline Site, we added a Javascript snippet to Jeep’s
Web page that detects if the user is offline and displays our exclusive
content over the regular Web page.
We also used Google Tag Manager to insert the script, besides caching
technology to load the content only once.
On the Jeep Offline Site launch, we created a media strategy with
YouTube films, geolocated posts and Waze’s impact formats.
Outcome
More than creating a Web page, we are using the lack of Internet
connection to create an even bigger interaction with Jeep’s audience. The
offline service for off-road trips brought an extremely positive outcome.
Both on people’s social media profiles and on the brand’s digital
channels, the comments show a real change in Jeep’s reputation: the
fans’ appreciation for the brand’s innovative initiative.
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