Jeep Film, Digital Jeep In by Leo Burnett Warsaw

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Jeep In

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Industry Cars, Games, SUV & Four Wheel Drive
Media Film, Digital, Interactive & Mobile
Market Poland
Agency Leo Burnett Warsaw
Creative Director Pawel Heinze
Art Director Robert Chudzik
Copywriter Kamil Kowalczyk
Released August 2011

Awards

One Show 2012
One Show Entertainment Promos / Gaming Promos Bronze

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: FIAT AUTO POLAND
Product/Service: JEEP
Agency: LEO BURNETT
Creative Director: Pawel Heinze (Leo Burnett)
Copywriter: Kamil Kowalczyk (Leo Burnett)
Art Director: Robert Chudzik (Leo Burnett)
Account Director: Marta Obluska (Leo Burnett)
Account Manager: Tomasz Orlowski (Leo Burnett)
Project Manager: Marcin Krynski (Leo Burnett)
Interactive Designer: Pawel Zolynski (Leo Burnett)
Programmer: Rafal Kostecki (Leo Burnett)
Flash Developer: Andrzej Stys (Leo Burnett)
Flash Developer: Pawel Kulinski (Leo Burnett)
Media placement: Social media - Facebook - 1 August 2011
Media placement: PR activities - Blogs - 1 August 2011
Media placement: Mobile devices - Mobile Internet browser - 1 August 2011

Describe the brief/objective of the direct campaign.
We were asked to promote Jeep and gain brand awareness among young people, who are computer savvy digital locals.
Jeep is a legendary brand created for those who love the wilderness. That’s why we decided to take young people outside the city and check if they have a Jeep character.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Jeep-in, a geolocalisation game, which turned Poland into a big treasure map. To play it people had to go off-road. Every player received a map with the exact location of the awards. To win you had to find the point, go there and Jeep-in (i.e. check-in). We’ve put the awards in the most remote and hard to get places in Poland. The player who scored the highest number of the most remote points won a Jeep Grand Cherokee.

Explain why the creative execution was relevant to the product or service.
Jeep is a legendary brand created for those who love the wilderness. That’s why we took our target group outside the city, so they could fully experience the Jeep world.

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.
-over 2,000 people actively played the game
-Jeep’s website was visited 250,000 times
-number of Jeep fans on Facebook grew 800%
-campaign gained a lot of buzz on the Internet and was picked up by influential bloggers