Jeep(R) Compass Marketing Campaign Targets New Buyers for the Jeep Brand
Date: Saturday, July 22 @ 23:59:01 UTC
Jeep(R) Compass Marketing Campaign Targets New Buyers for the Jeep Brand
* Bobblehead characters star in integrated ad campaign launching this month * All-new 2007 Jeep(R) Compass delivers fun, freedom, utility, fuel- efficiency and Jeep 4x4 capability at an affordable price * First Jeep vehicle to offer fuel economy of 30 mpg - competes in fast- growing compact SUV segment
AUBURN HILLS, Mich., July 21 -- The Jeep(R) brand is expanding into new territory with the 2007 Jeep Compass -- a new type of Jeep vehicle for non-traditional Jeep buyers -- and will introduce the Compass in an integrated marketing campaign that tells the Jeep story to younger consumers who may not have previously considered the brand.
Bobblehead characters, infectious music and a media mix that includes traditional and non-traditional media will reach the Jeep Compass prospects where they live, work and play.
The integrated campaign includes television, print, radio, interactive, customer relationship marketing, events and "out-of-home" marketing components.
"The Jeep Compass will attract younger buyers to the Jeep brand and is seen as modern, upscale, urban and attractive by general market, African American, Hispanic and Asian American consumers alike," said John Plecha, Director - Jeep Marketing and Global Communications. "Smart, clever, effective and integrated communications are critical to reaching this audience and making the Jeep Compass a success."
Typical Jeep Compass owners are expected to be between 22-30 years old, single, college educated and live in a "downtown" area of a big city. They are fun, open, carefree individuals with an adventurous mindset who like to get away to recharge and reconnect with friends.
To reach this audience, Jeep created a "bobblehead world" of characters representing a cross-section of typical Compass buyers. Their world is centered around the Jeep Compass, and the ads establish it as a fun, hip and youthful vehicle that keeps life moving in style through the city. Bobblehead figures have long been perceived as fun, entertaining and recognizable characters that have mass appeal among the Jeep Compass target.
"These younger buyers are marketing savvy consumers who are passionate about their fashion, music, entertainment and sports," said Jay Kuhnie, Director - Jeep Communications. "Having a piece of Jeep fun, freedom and adventure is exciting and inspirational for them."
Four 30-second television spots featuring bobblehead characters bouncing to Hip Hop pioneer KRS-One's track, "Steady Bounce," begin July 31 on network, cable and online media outlets. These include target-appropriate programs on networks such as FOX, CW, UPN, ESPN, E!, MTV, Telemundo, Univision and the new AOL Action Sports Network Lat34.com.
Print advertising includes four-page magazine inserts, two-page spreads and single-page ads. They will run in music, fashion, entertainment, fitness/adventure, sports, men's, women's and automotive magazines, including publications such as Rolling Stone, Vibe, Elle, In Style, Entertainment
Weekly, People en Espanol, Marie Claire, Latina Style, Maxim, Sports Illustrated, Shape and Motor Trend.
In addition to the Jeep and Compass home pages, the TV spots will be available by searching thejeepchannel on You Tube. Advertising will appear on high profile homepages such as AOL, MSN, Yahoo and on social network sites including MySpace and Facebook.
Additionally, Jeep will use lifestyle sites tied to entertainment, fashion and music to build awareness including a Jeep Adventure Radio Channel and New Artist Contest on the Hispanic Batanga; Daily Candy; MTV.com Real World sponsorship; and taking over a pre-programmed radio station on Yahoo Music. User generated media content includes a Jeep Compass Karaoke singing avatar initiative, powered by Oddcast; a bobblehead icon generator where visitors to http://www.jeep.com/ can build their own bobblehead character to send to friends; and a Free Your Thoughts.com contest where consumers have an opportunity to create their own Jeep Compass commercial.
Seven-inch versions of the bobbleheads used in the commercials also will be available for purchase through http://www.jeep.com/ .
TV extensions include Compass vehicle integration in MTV Real World 18 and "Uncharted," a month-long Jeep Compass Music Tour of up-and-coming artists, which will kick off in New York in August.
Out-of-home media will reach this active, younger audience through outdoor billboards, bus shelter advertising, painted walls, building wraps and buzz marketing at beaches and clubs.
TV Spots Descriptions
The first spot, "Bounce," uniquely demonstrates how owning Jeep Compass is a way to "keep moving" by becoming truly independent and the envy of all who see it. The driver of the Compass, a bobblehead, drives through urban streets catching the eye of many other bobbleheads admiring his new wheels. The spot closes with all the bobbleheads who envied the Compass bouncing to the music in the back of the vehicle under a mirrored ball as if they were in a dance club. The spot closes with the voice over, "It's your life. Keep it moving. Introducing the totally new Jeep Compass, for just $15,985. It's freedom in a whole new dimension." In "Gear," the Jeep Compass drives by a street-side music store with guitars, amps and keyboards filling the windows. A little old bluesman bobblehead sits in front of the store and rocks his head as the Jeep Compass drives by. The driver and passenger look at each other and then at the back of the Compass with its seats up. In the next shot, the seats are now down and the amps are in the back of the Compass. The spot closes with our blues guy also in the back playing his guitar and bobbing his head happily. The voice over says, "The totally new Jeep Compass. With fold-flat passenger seats and a removable load floor, there's no end to the cool stuff you can take along for the ride."
With gas prices at an all-time high, the "Phil" spot communicates how the all-new Jeep Compass with full-time Freedom Drive I(TM) four-wheel drive allows consumers to "keep it moving" by getting 30 miles per gallon in their Jeep Compass. The spot opens with two bobbleheads -- a male driver and female passenger -- inside the Jeep Compass. They approach a gas station with a "sad looking" bobblehead attendant, but drive past it, then return to throw away a cup in the station's trash can. The vehicle then drives away again, without buying any gas, as the attendant looks on shaking his head in disbelief. All the time, the driver's and passenger's heads are bobbing to the music.
The spot, "Monday," opens with the Jeep Compass driving down the highway in the carpool lane. Cutting inside the vehicle, there are bobblehead passengers dressed in their different work clothes. The spot cuts to the driver as he turns up the stereo system as his passengers bob to the beat of the music. One by one, the passengers "fly out" of the vehicle as they get to their respective work destination with one hitting an elevator floor button to get to her destination and another landing in his office cubicle. The voice over says, "The totally new Jeep Compass. With an available 458-watt Boston
Acoustics stereo ... MP3 input ... and available SIRIUS Satellite radio ... It's never been more fun to give your friends a lift to work."
All of the spots close with "Jeep Compass. Freedom, in a whole new dimension."
About Jeep and the All-new 2007 Jeep Compass
Jeep has seven models in the 2007 model year, the most available to retail consumers at one time in the 65-year history of Jeep vehicles.
"The Jeep brand is on a product offensive and will continue to grow with new offerings that leverage Jeep's legendary 4x4 leadership," said Plecha. "We're solidifying the Jeep brand's foundation with the bigger, more powerful all-new 2007 Jeep Wrangler and the Jeep Wrangler Unlimited -- while also stretching the brand to reach new customers in the growing compact SUV segment with Jeep Compass and Jeep Patriot."
The all-new 2007 Jeep Compass will hit city streets and two-lane trails just as the compact sport-utility vehicle (SUV) market is poised for tremendous growth in the United Sates, gas prices continue to fluctuate and consumer interest shifts toward more fuel-efficient vehicles. Annual compact SUV volume in the U.S. for the 2005 calendar year was 368,000 units, up from 297,000 units in 2004. This segment is expected to almost double to approximately 600,000 units by 2010 and almost triple to more than 814,000 units by 2016.
With Jeep Compass, the brand's first front-wheel-drive-based SUV, Jeep is prepared to capitalize on this growing segment by providing the packaging and functionality of an SUV with the performance, handling, fuel economy (30 miles per gallon) and price of a compact car or small pickup.
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