For decades Jeep’s positioning has been “There’s Only One.” It is the original SUV that helped people to go anywhere and do anything. However, Jeep is no longer the only capable SUV on the market. More and more carmakers in the region are designing vehicles which physically resemble Jeeps, communicating functional Jeep capability and reliability. We needed to remind people with an adventurous mindset that Jeep is the one brand that truly delivers on their desire for freedom.

Other brands can copy our designs. But the one thing that differentiates Jeep, our greatest asset, is our powerful community – a network of passionate enthusiasts. They are a vibrant and welcoming group – a place for owners to connect with like-minded, free-spirited people where they can make lifelong friends.

It was time for Jeep to reinforce its bond with existing and prospective consumers to maintain our brand positioning.

Many brands copy Jeep’s designs. But Jeep isn’t a car. It’s a way of life. Jeepers have powerful bonds with their vehicles. Their Jeeps are an extension of their personalities.

At Jeep, we build machines. But it’s only when someone gets behind the steering wheel that a Jeep’s soul is born. Every scratch, mud splash and modification give it meaning. When you give it a name, you give it life.

You can buy a Jeep look-a-like anywhere, but you’ll never be part of Jeep unless you own a Jeep. Because Jeep isn’t a brand. It’s a community. We don’t make Jeep. They do.

Their passion for our cars is our greatest advertisement. So instead of making a car commercial of another Jeep car our competitors could copy, we replaced it with a range of Jeeps no other brand could copy – the cars of our community.

People value individuality and pride themselves in owning their unique identity. 10% of Jeep owners in the GCC are categorized as ‘doers.’ They LOVE their Jeeps. They participate in organized group trips to the great outdoors. But more interestingly, they spend a lot of time and money on customizing their Jeeps. Their Jeeps give them the freedom to express their personalities, creativity and passion. Most Jeepers even give their vehicles a nickname.

Jeep has 20,000 passionate community members in the Middle East who upload content every time they take their cars on an adventure. This deep connection with their cars and the Jeep brand is something no other brand can copy. So we harnessed the passion of these individuals, and replaced all the cars in our commercial with the personalized vehicles of the Jeep community to remind the world There’s Only One 4x4 quite like ours.

We collected thousands of UGC pics and videos uploaded to social by Jeepers across the Middle East. We contacted them to get usage rights and the original material. We also invited all Jeep clubs in the Middle East and their members to join our co-creation project. We conducted hours of interviews with Jeep owners, which shaped our script. We paired the VO with the most compelling UGC to create a film that honored the life that every Jeeper breathes into their Jeep. The narrator proudly admits that while we as Jeep build the machines, they only come to life in the hands of our community.

The film was posted on our social channels and we tagged every contributor as a creator, reinforcing our campaign message to our audience that we don’t make Jeep. They do.

- Defying advertising conventions, we didn’t show shiny, new cars. We only showed used Jeeps covered in dirt and scratches.

- Used cars sold new cars: Wrangler/Gladiator sales increased over 59%, claiming back market share against our biggest competitor. Our campaign generated sales 6.9% higher than the industry standard.

- Over 12 million views of our main film across all platforms

- Over 17,000 website visits

- 8x greater engagement with Jeepers’ content compared to Jeep content.

- Reach greater than our competitors combined

- 23% growth in Jeep club membership numbers

- 25% increase in the number of Jeep community outings

- A 15% increase in the number of women participating in community events and a 10% increase in whole-family participation

- 17% increase in customizations of new cars sold

- Our campaign was picked up by major industry blogs and magazines across the world