2019 Brand Campaign "Legends"
Advertising
Branding
Video Production
Project Description
Jeep Vehicles "Legends aren't born, they're made" Challenge and Objective The SUV market has become increasingly competitive as challenger brands like Kia and Honda work tirelessly to chip away at Jeep's position as the tried and true category leader. At the same time, many SUV brands have taken cues from the Jeep advertising playbook, creating a sea of sameness across SUV marketing that blurs the lines between Jeep and the rest of the pack. The task for Highdive was to create a global marketing campaign for Jeep with a rejuvenated look, tone, and feel to reaffirm its position as the SUV category leader. Strategy Jeep may be the most superior SUV on the market, but it’s also the original. With a long standing heritage dating back to 1941, Jeep has spent the last 77 years building vehicles that allow people to go anywhere and do anything. Because of this, the Jeep brand has come to stand for freedom, authenticity, and adventure - values other brands can only dream of. To put a stake in the ground, we decided to focus on what makes Jeep, Jeep - the fact that it's not just another SUV brand. Jeep is the most legendary SUV on the planet. This insight led us to our campaign idea, Legends Aren't Born, They're Made. Creative The "Legends Aren't Born, They're Made" campaign brought a new attitude and energy to the Jeep brand through an integrated campaign designed for both the general and multicultural markets.... Performance The "Legends Aren't Born, They're Made" campaign just launched in early 2019. While results are somewhat limited, we are excited to report that Jeep Grand Cherokee sales are already up 20% year over year. This is the best March ever recorded for the Jeep Grand Cherokee.Client
JeepTags
jeep
highdive advertising
wrangler
automotive
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