This campaign introduces Jeep into the electric vehicle industry with the new hybrid Jeep Wrangler 4xe, while emphasizing the Jeep quality and capabilities that consumers know and love. The 4xe is no different than the American made, rugged trucks and SUVs that Jeep has always offered, with a hybrid engine to provide better capability and reliability, so the Jeep community can travel further than ever before. It’s the same Wrangler it’s always been with no compromises, and better features, with the ability to save money on gas and the environment. The “Jeep Wave” is now stronger than ever, with a community of American made off-road vehicles that reach new heights and go further than ever before so you can truly go anywhere and do anything.
Nationwide Campaign for Jeep
The following documents contain the campaign model for the release of the Jeep Wrangler 4xe from September 2022 through February 2022. The research conducted showed that the 2021 Jeep Wrangler 4xe is unlike anything on the market, as one of the first hybrid off road SUVs. Further research was conducted in order to compile a geographic analysis of Jeep Wranglers and electric vehicles. From this it was determined that this would be a national campaign, focusing the majority of strategies on key states in the West Coast, South Western, South Eastern, and North Eastern regions, as there is robust potential to have key markets in these areas.
I worked to analyze the climate around Jeep’s social media and audience segments to understand how their brand operates within the digital space, and where efforts would prove most effective. From here, I summarized the details of our campaign and how it would affect our target segments in the creative brief. Allocating approximately $12.5 million to the East Coast flight, I divided this amount between traditional media, digital media, out of home advertising, collaborations and people power to effectively advertise and promote the Jeep 4xe Wrangler.
Process
My Work
