Jeep Campaign - Become an Eco-Warrior

BECOME AN

ECO-WARRIOR

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CONTENTS Strategy Statement // 1 Target Audience // 3 Commercial Storyboard // 5 iPad Design // 7 Magazine Design // 8 Billboard Design // 9 Smartphone App // 11 Guerrilla Campaign // 13

STRATEGY STATEMENT

There are two types of jeeps in this world. The first is the classic Jeep Wrangler meant for driving off roads and onto new adventures. It’s meant to take on They are fantastic for getting in touch with nature, but it’s carbon footprint is monstrous, which is not very ideal for an outdoor enthusiast. The second kind of Jeep is the luxurious Jeep Grand Cherokee with beautiful amenities and fantastic fuel efficiency. This jeep has been marketed towards families for the longest time. But what about the people who really want to adventure into nature? These are the people who would normally buy the Jeep Wrangler if it weren’t for the poor gas mileage. Our demographic are adventurers, ages 25-40 of the upper middle to upper class.

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The idea behind this campaign is the merging of luxury and outdoor adventure; the merging of two opposite ideas to create harmony. The adventurous side is rugged and unpredictable, similar to paint splatter. I chose to add subtle paint splats in the ads as an accent to the beautiful scenery. In front of it all is a bright red Jeep Grand Cherokee without a scratch on it, and without a scratch on the environment. It allows the adventurers to travel absolutely anywhere. No matter how rugged the terrain or how far it is, nothing will stop them from reaching their goals.

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TARGET AUDIENCE

There is an amazingly large audience that Jeep is not taking advantage of with their original Grand Cherokee ads.

Its the adventurous. People who have an excess amount of disposable income who like to spend it on traveling, seeing the world, and being in touch with nature. They have a yearning for the rugged, the harsh, and the adventurous parts of the world. For the most part, they are between the ages of twenty-five and forty.

PERSONA MAP

ADVENTURERS AGES 25-40

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COMMERCIAL STORYBOARD 1

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We see hundreds of cut down trees. We pan to the right behind the shadow of car, only to find out that he is in a stand-off with a lumberjack. The car begins to move forward and seeds fly out the back wheels.

When they hit the ground, a tree grows out of the ground immediately. The car speeds off towards the lumberjack with trees sprouting up behind him by the dozens and he drives past the lumberjack. A tree grows out from underneath the lumberjack and traps him at the top. The car drives away.

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IPAD DESIGN

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MAGAZINE AD

The iPad, Magazine, and billboard (see next page) all use the same design. A bright red car juxtaposed against a beautiful rugged snowy mountain with subtle paint splats absolutely embodies the merging of luxury and adventuring. The color palette involves a cool

red, blue, white, and brown.

It is unusual, but also not overused. The car is perched upon the top of a mountain, showing that the driver has reached his goal. However, there is a taller mountain in the background, representing his next goal and how he will never stop adventuring.

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BILLBOARD DESIGN

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SMARTPHONE APP

Even though the 2014 Jeep Grand Cherokee is an absolutely brilliant piece of technology, at the end of the day, it’s still just a car. What really makes a car is where you go with it. With the all new app Jeep App, you can cycle through different locations and different car colors to actually envision yourself wherever you want. You can be at the Grand Canyon, a mountain, a lake, even the Amazon rain forest. The user will be able to upload their own photos for the backdrop creating endless possibilities. This app encourages creativity, sustainability, and promotes the Jeep name in the process. In the worlds of the brilliant Michael Scott from the office, it’s a “Win-win-win,” situation.

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GUERRILLA CAMPAIGN

Imagine you are walking through downtown, or through a mall when suddenly you see a screen with a beautiful nature shot and a glorious car in front of it. You wouldn’t even blink. You see it all the time. But then you look again and the background is different, and the car is a different color. You walk up to it and it changes again. This advertisement has not only intrigued you, it has fully captured your attention.

Using a UI similar to the smartphone app, this ad allows the user to change the car color as well as a myriad of backgrounds. It is an interactive exhibit and it will completely engulf anyone who uses it. Even kids will want to play with it. It works for everyone and puts the user in a myriad of locations.

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