Cannes Lions

JEEP VEHICLES

DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv / AUTOMOTIVE EQUIPMENT GROUP / 2011

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Overview

Entries

Credits

Overview

Description

When Jeep asked us to strengthen their customer’s loyalty to the brand, we built a loyalty program that started with targeting people who recently bought the new 2011 Jeep Grand Cherokee.

Execution

Focusing on 4 river animals that are out of their natural habitat and some of which are facing extinction, we created a special “BacktoNature” kit which we hand delivered to Jeep owners all over the country.The kit included an aquarium with the actual animal, a short explanation about the animal, his habitat and how to care for him, and a map of routes and drop points by the river where they could return him back to nature.

Outcome

So far, the first 200 who recently bought a Grand Cherokee Jeep got our "BacktoNature” kit.Almost everyone who got our kit, accepted the task and was enthusiastic about the project.While Jeep owners returned countless animals back to nature, Jeep proved its respect for nature through action.What began as a one-time project has now grown to a platform.

Partnering with the local zoo, Jeep is sponsoring a “Wild Animals Hospital” and will be returning wounded animals back-to-nature, beginning this summer.* The campaign is ongoing. Additional new Jeep Grand Cherokee owners will receive our kit in coming months.

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