Jeep: Fiat Chrysler Automobiles/Jeep

 

Campaign Summary

Jeep launched the new version of its Wrangler vehicle by building excitement through the brand’s website and creating sales leads for Fiat Chrysler Automobiles. A 360-degree panoramic experience demonstrated to potential buyers that the vehicle was being updated while staying true to its heritage.

Strategy

Objective and Context:

The launch of the 2018 Wrangler was the most important vehicle reveal in over a decade for Jeep. Marketers planned to use the brand’s website to build excitement for the reveal. They also wanted to create sales leads for Fiat Chrysler Automobiles (FCA) by encouraging users to sign up for updates (SUFU).

Because the new Wrangler was the most important vehicle in the Jeep lineup, sales goals were high. Marketers had to ensure the launch strategy communicated the vehicle’s improvements without implying that current generation vehicles were falling short. It was also important to demonstrate that the vehicle was being improved while remaining true to its heritage. Marketers maintained a focus on the Jeep brand history and its community aspect while articulating the improvements to the vehicle’s exterior and interior design, capabilities, and safety features.

The U.S. reveal would set the benchmark for the global reveal. Following the U.S. launch, the Canadian market leveraged the 360-degree panoramic experience. Key performance metrics were website interaction (primarily measured through click-through rates on the reveal page components), reveal page visits, live stream viewers, and SUFU leads. Marketers worked closely with a third-party agency to track metrics post-reveal.

Target Audience:

The target demographic consisted of 40-year-old men with an average household income of $125,000. Whether they were hardcore adventurers who took their Wranglers off-road or urbanites, the Wrangler target market embraced the joy of freedom and adventure in every aspect of life.

For this specific vehicle reveal, the target market was two-fold:

  1. The hardcore Wrangler fans who didn’t want to see anything change on their favorite vehicle.
  2. Potential buyers who had dismissed Wrangler in the past because it couldn’t deliver the comfort and ride they were looking for.

Creative Strategy:

This was not the first vehicle reveal for FCA, but it was the biggest reveal during the last decade and was the first major Jeep reveal on the new AEM platform with a major focus on mobile users. The panoramas used in the campaign were later incorporated into the all-new Wrangler vehicle product page and onto digital displays at automotive shows.

Execution

Overall Campaign Execution:

Marketers developed the theme of “Borderless and Boundless” to help explain that the new Wrangler continued to allow drivers to live passionately and without bounds.

Jeep launched a teaser page and online countdown featuring videos. Then a Jeep brand home page takeover was launched, which showed a masked vehicle that was covered with smoke to hint that the reveal was moments away. When the countdown clock hit zero, Jeep streamed the unveiling of the Wrangler live from the L.A. Auto Show. This was followed by a post-reveal 360-degree experience so fans could explore the vehicle.

The final product was a panoramic experience that allowed users to pan up to 360 degrees and explore the environments surrounding the vehicle. All interactions were tagged so marketers could gauge interest in the new vehicle.

Jeep’s communication strategy was consistent. The page was only live for a short period of time. The intention of the page was to bridge the gap between the reveal moment and the rollout of the vehicle website pages.

Mobile Execution:

Having an interactive and immersive experience to showcase a new vehicle meant consumers could spend more time viewing and exploring the Wrangler. The campaign did not distinguish between a desktop and mobile budget. Because of growing mobile visits to Jeep.com, the experience was designed with a mobile-first approach.

The mobile experience was immersive. It was based on physical movement, so a user’s phone acted like a portal into another world in a way that could not be replicated on desktop. The gyroscope found in smartphones was the basis for the panoramic experience.

Typically, mobile traffic accounts for more than half of the visitors to Jeep.com, so it was critical to deliver an exceptional mobile experience. Both the live stream and panoramic experience worked flawlessly on mobile devices.

Results (including context, evaluation, and market impact)

The success of the launch on mobile phones has made mobile-first design the new standard approach for all marketing initiatives on Jeep.com. Jeep broke all FCA brand records for click-through rates. Teaser sliders rated three and five times higher than benchmarks. The content published on the day of the reveal saw a 45.3 percent click-through rate, which was over 700 percent higher than the benchmark. There were nearly 53,000 visits to the reveal page on the day of the reveal and almost 15,000 visitors watching the live stream on Jeep.com. In the week after the reveal, more than 165,000 users visited the 360-degree experience. Repeat traffic, SUFU leads, and brochure downloads indicated a highly positive consumer reaction.


Categories: | Industries: | Objectives: Mobile Website | Awards: NA Finalist