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Iris

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

Portraits

Repositioning Jeep on the world's biggest stage

 

Sales up 18% worldwide

The highest engagement rate on Facebook of any Super Bowl 50 commercial 

58% lift in traffic to Jeep.com, the #1 source for sales leads

Breaking the normal category cliches and captivating viewers with a moving narrative that inspired the world to share their Jeep stories

Jeep Wrap Film from irisworldwide on Vimeo.

The Challenge

For Jeep’s 75th anniversary we needed to reconnect with its drivers in a way that would set it up for a huge growth year and break through the clutter of the competitive 4X4 SUV market. What’s more, Jeep wanted to use the most globally watched event in America – the Super Bowl – as a high profile start to its year of celebrations.

But how do you creatively stand out on the world’s biggest advertising stage and connect with Jeep owners as well as the wider Super Bowl audience?

Our Approach

Exploration of Jeep’s history revealed wonderful tales of Jeep drivers, from WWII soldiers, to stunt men on movie sets, to celebrity fans and everyday drivers from all over the world. It quickly became clear that over the past 75 years, it’s the drivers that have made Jeep what it is today.

So we set about telling this most unbelievable story through the eyes of its drivers. 

On a night when 111.9 million viewers were watching on horizontal screens, we launched ‘Portraits’ – a vertical video using less than half of the available screen space.

We told the unique Jeep story, using 66 carefully curated portraits. By speaking quietly and poetically amongst the noise of the big game we captivated viewers with a moving narrative that inspired the world to share their Jeep stories.

We worked with YouTube to provide a vertical experience when the ad was watched on mobile. Bringing all those post Super Bowl viewers a unique content experience, right to their smart phones.

We saw an immediate reaction from Jeep fans all over the world as they posted their own experiences with #MyJeepStory and engaged with extended content online. On the Monday that followed, a special USA today cover wrap hit news-stands with full page stories, highlighting famous drivers.

Portraits ignited a global conversation amongst Jeep fans that boosted intentions to buy and dealership enquiries long after the Super Bowl was over. 

 

 

Results

Sales up 14% in the US 

Sales up 18% worldwide 

13M views 

Over 20K #MyJeepStories shared by Jeep drivers 

The highest engagement rate on Facebook of any Super Bowl 50 commercial 

58% lift in traffic to Jeep.com, the #1 source for sales leads 

Super Clio for the best ad of the big game 

 

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