Jeep Promo STONE / TWIG / WATER by Leo Burnett Tailor Made Sao Paulo

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STONE / TWIG / WATER

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Alexandre Rato Pagano
Copywriter Cesar Herszkowicz
Account Supervisor Bruno Panico
Released October 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: CHRYSLER
Product/Service: JEEP GRAND CHEROKEE
Agency: LEO BURNETT BRASIL
Date of First Appearance: Oct 10 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Alexandre Pagano (Leo Burnett)
Copywriter: Cesar Herszkowicz (Leo Burnett)
Account Supervisor: Bruno Panico (Leo Burnett)
Account Executive: Renato Barros (Leo Burnett)
Media Director: Ana Paula Baraldi (Leo Burnett)
Media Supervisor: Marcela Liguori (Leo Burnett)
Media placement: Direct - New Jeep Launch - 10/11/2010

Describe the objective of the promotion.
The objective of this promotion was to communicate and to create an interest around the launch of the new Jeep Grand Cherokee 2011. To do that, we needed to reach the target audience for the car - people with an adventurous profile - in a striking manner. We wanted to explore the adventurous side of these people in an unusual way and to encourage them not only to buy the car, but also to live the adventures with it.

Describe how the promotion developed from concept to implementation.
People who love Jeep also love adventure. That was the starting point of our thinking. So, in order to reach the Jeep Grand Cherokee’s adventurous consumer, we sent boxes containing objects from very distant places: rocks from Patagonia, twigs from the Peruvian Amazon rainforest and water from a lake in Tierra del Fuego. Along with the objects, we also sent the exact coordinates for the objects’ places of origin and a proposal: return the rock, twig or water to where they came from, traveling this route by Jeep. Whoever actually made that trip would have all the hotel costs paid by Jeep.

Explain why the method of promotion was most relevant to the product or service.
The promotion gave people the chance to do something they love: facing an adventure. Unlike a common promotion, the box people received didn’t have a gift, but an object that should be returned. Therefore what people really got was an excuse to take the car and make their way to where the box contents should be returned. As a further motivation, Jeep would agree to pay for the lodging of the ones who faced the adventure. Linking Grand Cherokee 2011 with this adventure was the best way to introduce it to this audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The client had a high response rate: 30% of total people who received the boxes got in contact for more information about the car. And 12% of people actually bought the new Jeep Grand Cherokee 2011. This is an impressive figure, since the result the client used to get with similar actions was never more than 5%.