BACK TO NATURE PROJECT by DraftFCB Tel Aviv for Automotive Equipment Group

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BACK TO NATURE PROJECT

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Industry Repair parts
Media Direct marketing
Market Israel
Agency DraftFCB Tel Aviv
Associate Creative Director Tomer Ciubotaru
Art Director Liat Tsur
Copywriter Kobi Barki, Reuven Givati, Tomer Ciubotaru
Producer Eti Naaman
Account Supervisor Yael Nizan
Strategic Planner Eyal Korzen
Released April 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: AUTOMOTIVE EQUIPMENT GROUP
Product/Service: JEEP VEHICULES
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Apr 13 2011
Entrant Company: DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Account Director: Mira Finkelstein (Draftfcb+Shimoni Finkelstein Barki)
Creative Director: Kobi Barki, Reuven Givati (Draftfcb+Shimoni Finkelstein Barki)
Associate Creative Director: Tomer Ciubotaru (Draftfcb+Shimoni Finkelstein Barki)
Art Director: Liat Tsur (Draftfcb+Shimoni Finkelstein Barki)
Industrial Designer: Reuven Givati (Draftfcb+Shimoni Finkelstein Barki)
Copywriter: Kobi Barki, Reuven Givati,Tomer Ciubotaru (Draftfcb+Shimoni Finkelstein Barki)
Account Supervisor: Yael Nizan (Draftfcb+Shimoni Finkelstein Barki)
Account Manager: Sharon Vaks (Draftfcb+Shimoni Finkelstein Barki)
Digital Manager: Racheli Ben Avi (Draftfcb+Shimoni Finkelstein Barki)
Flash Designer: Shimi Kuperly (Draftfcb+Shimoni Finkelstein Barki)
Strategic Planner: Eyal Korzen (Draftfcb+Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb+Shimoni Finkelstein Barki)
Media placement: Direct - Nationwide - 13 April 2011

Describe the brief/objective of the direct campaign.
When Jeep asked us to strengthen their customer’s loyalty to the brand,
we built a loyalty program that started with targeting people who recently bought the new 2011 Jeep Grand Cherokee.

Strategy: Give Jeep owners a noble task and turn them from people who just visit nature,
to people who actively contribute to nature.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea: Ask Jeep owners to return animals back to nature.

Focusing on 4 river animals that are out of their natural habitat and some of which are facing extinction, we created a special “BacktoNature” kit which we hand delivered to Jeep owners all over the country.
The kit included an aquarium with the actual animal, a short explanation about the animal, his habitat and how to care for him, and a map of routes and drop points by the river where they could return him back to nature.

Explain why the creative execution was relevant to the product or service.
We wanted to give Jeep owners a good excuse not just to take another trip into nature,
but to actually give back to nature by helping repopulate rivers with animals slowly disappearing.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
So far, the first 200 who recently bought a Grand Cherokee Jeep got our “BacktoNature” kit.
Almost everyone who got our kit, accepted the task and was enthusiastic about the project.
While Jeep owners returned countless animals back to nature,
Jeep proved its respect for nature through action.
What began as a one-time project has now grown to a platform.
Partnering with the local zoo, Jeep is sponsoring a “Wild Animals Hospital” and will be returning wounded animals back-to-nature, beginning this summer.

* The campaign is ongoing. Additional new Jeep Grand Cherokee owners will receive our kit in coming months.