This campaign was to create awareness and deliver the value of the 2014 Jeep® Compass and Patriot vehicles to a millennial audience. Here's hot they initially viewed the vehicles:
PATRIOT: Perceived as 'boxier', closer to the Jeep Brand’s traditional off-road capabilities (some called it “cool retro-Jeep”); more utilitarian but still playful and sophisticated.
COMPASS: Perceived as a sleek, small SUV. Its look & feel is closer to the higher-end Jeep® Grand Cherokee, to which it is positively compared, and it is primarily associated with driving in the city (more on-road association).
So What do they have in common?: Fuel efficiency = 30 miles per gallon, thus the "30 Moments of Freedom" was born.
The target audience were Millennials ages 24-30 who are younger and more savvy to marketing and the digital space than the traditional Jeep audience. Gender split 50/50 male/female focusing on city dwellers, who primarily live in the "smile" states. Funky text and animation treatments and 'Instagram™' style imagery were incorporated to reach them.
The success of this campaign lead to the "30 Miles of Freedom", a social media contest where users could enter to win either a 2014 Jeep® Compass or Patriot vehicle.
PATRIOT: Perceived as 'boxier', closer to the Jeep Brand’s traditional off-road capabilities (some called it “cool retro-Jeep”); more utilitarian but still playful and sophisticated.
COMPASS: Perceived as a sleek, small SUV. Its look & feel is closer to the higher-end Jeep® Grand Cherokee, to which it is positively compared, and it is primarily associated with driving in the city (more on-road association).
So What do they have in common?: Fuel efficiency = 30 miles per gallon, thus the "30 Moments of Freedom" was born.
The target audience were Millennials ages 24-30 who are younger and more savvy to marketing and the digital space than the traditional Jeep audience. Gender split 50/50 male/female focusing on city dwellers, who primarily live in the "smile" states. Funky text and animation treatments and 'Instagram™' style imagery were incorporated to reach them.
The success of this campaign lead to the "30 Miles of Freedom", a social media contest where users could enter to win either a 2014 Jeep® Compass or Patriot vehicle.
2014 Jeep® Compass "30 Moments Of Freedom" Standard Unit
2014 Jeep® Patriot "30 Moments Of Freedom" Standard Unit
2014 Jeep® Compass "30 Moments Of Freedom" Standard Storyboard
2014 Jeep® Compass "30 Moments Of Freedom" Additional 'Instagram™ Style Moment' Frames
2014 Jeep® Patriot "30 Moments Of Freedom" Standard Storyboard
2014 Jeep® Patriot "30 Moments Of Freedom" Additional 'Instagram™ Style Moment' Frames
2014 Jeep® Patriot "30 Moments Of Freedom" Rich-Media with 360 Spin and Social Share
2014 Jeep® "30 Moments Of Freedom" Facebook and Twitter Feeds
2014 Jeep® "30 Moments Of Freedom" Site Skins and Partner Programs
