Jeep DM TWITTER JEEP PUZZLE by Leo Burnett Iberia Madrid

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Lucas Zaiden
Copywriter Paulo Areas
Account Supervisor Felipe Gracía
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CHRYSLER
Product/Service: JEEP
Date of First Appearance: Oct 24 2010
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL:
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Paulo Areas (Leo Burnett Iberia)
Art Director: Lucas Zaiden (Leo Burnett Iberia)
Copywriter: Paulo Areas (Leo Burnett Iberia)
Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Head of Digital: Asier García (Leo Burnett Iberia)
Head of Programming: Victor Moreno (Leo Burnett Iberia)
Account Supervisor: Felipe Gracía (Leo Burnett Iberia)
Account Executive: Lara Ruiz (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Web - Jeep Facebook Spain Page - October 1st October 2010
Media placement: Web - Jeep You Tube Channel - October 1st October 2010

Describe the brief/objective of the direct campaign.
The target audience was for existing customers and Jeep lovers.

Jeep is synonymous with adventure in the off road world. But how can we give people a fun brand experience, when they are on the web, and not driving a Jeep.
Which is a big challenge for such an iconic brand linked to the outdoor world.

To reach our consumers, we decided to go into the roughest place for brands. Twitter. A place where advertising is not allowed. we said we could go everywhere with a Jeep.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To reach and entertain the consumer we decided to go to the hardest place to the brands and create a game where advertising is not allowed.
We created special profiles on the twitter that were pieces of a bigger image.
Following the profiles in the right order, the entire landscape image would be displayed on your page. The first ones to assemble it, and tweet "i did it" won prizes related to the brand. We initially got the idea out by sending direct messages to our Facebook and Twitter followers.

Explain why the creative execution was relevant to the product or service.
Because we were able to reach a place others don´t, and offer fun to the consumer. Exact what our product is able to do

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.
That way, we created a simple promotion that was a huge success.
Millions of people had fun, won prizes and experienced the brand on the web, even people who are used to driving other cars.

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#1 - Most Viewed Video in Spain YouTube
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