Cannes Lions

JEEP WRANGLER

GLOBALHUE, Southfield / JEEP / 2012

Overview

Entries

Credits

Overview

Description

When Jeep created the Call of Duty Modern Warfare 3 Edition of the Jeep Wrangler, our challenge was not simply to sell the vehicle, but to use it as a way to drive engagement and consideration for the Jeep brand among our target consumer. We discovered that gamers live vicariously through Call of Duty and that by playing the game, they are able to experience a kind of action and adventure they assume only exists in media. We wanted gamers to see that they could experience the action and adventure of the virtual world in the real world. Our media included: TV, Print, OOH, Digital, Social, and Experiential.

Execution

- Digital: we created a mission-based Facebook game. Fans were given mission orders, and upon completing each mission, were entered into a sweepstakes.

- Experiential: We brought the game to life by creating a live-action thrill ride simulating a Special Forces mission.

- TV: Our TV commercials blurred the line between the real and virtual worlds and demonstrated the Jeep Wrangler’s dominance of both.

- Print: We used a Mylar overlay to demonstrate our message.- OOH: With the use of electroluminescence technology, we created billboards that showed the Wrangler in the real world by day and the in the virtual world at night.

Outcome

The initial budget for the entire campaign was $1.2m. After being presented the idea, the client upped the budget to over $2m and even added another day of shooting to allow us to capture additional footage. Client saw a significant spike in Facebook 'likes' and the automotive and gaming blogospheres loved the campaign. The Ride-Along event was widely considered the best experience at the Call of Duty XP convention.

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