Brand Experience and Activation > Use of Promo & Activation
GPS TO GET LOST
LEO BURNETT ARGENTINA, Buenos Aires / CHRYSLER / 2013
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Many 4x4 vehicles are sold in Argentina, but most of them never crossed the city limits.
To position Jeep as the iconic 4x4 brand, encouraging people to go to places where others can´t.
Implementation
We created a whole new 4x4 driving experience: a GPS TO GET LOST.
An app that gives your GPS the ability to take you to “God knows where”.
Set your GPS in Get Lost mode.
Choose the type of surface where you want to go.
The GPS will take you to 1 of the 28 off-road spots lost in the middle of nowhere.
Guiding you with a voice that tells all you need to hear:
"Say goodbye to your paved life." "Caution: it is forbidden to drive while wearing a tie."
"Advance 50 meters and turn wherever you want." "Congratulations, you are lost."
Outcome
In just two weeks, Brand Buzz increased more than 10 times. Fan page traffic grew by 32%. More than 78,000 likes and still counting. Helping to take the Jeep spirit where it should always be: Close to nature and far away from the city.
Relevancy
In line with the brand and product strategy, the campaign is relevant because Jeep appears to be the first brand to offer a GPS app that leads you to get lost in nature, reaching to destinations only a Jeep can take you.
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