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tech
JEEP NEWS
New Jeep Advertising
Tagline: Have fun out there. Jeep
PRESS RELEASE
 The
Jeep� brand announced in June 2007 it is launching a new
brand advertising campaign on July 1 that will take
advantage of the brand's expanded seven-vehicle lineup, its
66-year heritage of 4x4 off-road capability and the inherent
joy of driving Jeep vehicles. "Have fun out there. Jeep�" is
the new brand advertising tag line.
The new ad campaign is designed to strengthen the
already-legendary image of the brand and bring more buyers
into the Jeep owner base, one of the most loyal in the
industry. While the campaign's primary message is that
driving the brand's sport-utility vehicles provides a
unique-to-Jeep fun, it will also emphasize that, with an
expanded lineup of seven Jeep vehicles, "Now there's a Jeep
vehicle for you," said John Plecha, Director - Jeep
Marketing & Global Communications.
"Jeep has seven models in the 2007 model year, the most
available to retail consumers at one time in the 66-year
history of Jeep vehicles," said Plecha. "The 4-door Jeep
Wrangler Unlimited is one of the hottest vehicles on the
market today, while the all-new Jeep Compass and Patriot are
attracting customers who are new to the Jeep brand. Now is
the absolute right time to keep the momentum going with a
new tag line and ad campaign."
The advertising campaign will have three phases, starting
with outdoor and Internet teaser advertising. The "fun
wheels" portion of the campaign kicks off July 1with
billboards, outdoor boards, bus wraps and other out-of-home
placements in 12 major metropolitan areas, plus four,
15-second TV spots and a Web site, havefunoutthere.com.
(The 12 are San Francisco/Oakland/San Jose, Los Angeles,
Philadelphia, Detroit, Dallas, Washington, D.C., Miami/Ft.
Lauderdale, Denver, Baltimore, Boston, New York and
Chicago.)
"Fun wheels" are a variety of larger-than-life outdoor items
that travel on wheels. There is a soccer ball with wheels, a
picnic basket on wheels, an ice cooler on wheels � a total
of nine items in all. (The other fun wheels are a camping
tent, fishing lure, kayak, snowboard, surf board and inner
tube.)
"We've proved over the years that Jeep vehicles allow people
to go anywhere and do anything. At the same time, owners
tell us that driving Jeep vehicles is a heck of a lot of
fun, too," Jay Kuhnie, Director - Jeep Communications, said.
"The fun wheels represent some of the fun outdoor activities
that are associated with Jeep vehicles and the Jeep
lifestyle."
Phase two of the national campaign focuses on the heritage
of Jeep and begins in mid-July. Planned are two national TV
spots � a 60-second and a 30-second � called "Jeep
Heritage." They begin airing on July 15 on all networks
(programming currently includes ABC�s "Desperate Housewives"
and NBC�s "Medium," "ER," and "My Name Is Earl") and major
cable networks, including MTV, Food Network, VH1, FX, E!,
National Geographic, Bravo, USA, TBS and TNT.
 The
lead magazine ad in phase two is a picture of a Wrangler
two-door with the headline, "Fun. Headquartered and
manufactured in Toledo, Ohio." Jeep Wranglers are
manufactured at the Toledo North Assembly Plant. The copy
delves into the history of Jeep. There will be additional
print ads in national publications (GQ, Maxim, National
Geographic and Fortune to name a few) and Web banners.
Phase three of the campaign, called "Sandbox," starts in
early August and features the entire Jeep vehicle lineup.
"Sandbox" is a 30-second national TV spot that shows all
seven Jeep SUVs � the Wrangler two-door, Wrangler Unlimited,
Commander, Grand Cherokee, Liberty, Patriot and Compass �
cavorting in a giant sandbox. In addition, 30-second spots
based on "Sandbox" will feature Commander, Grand Cherokee,
Compass and Patriot. Also, a national print ad with the
headline "7 vehicles. 1 purpose." will be added to the media
mix.
The campaign shifts to the all-new 2008 Jeep Liberty in
September.
The new brand campaign is the first creative from Cutwater,
based in San Francisco. The Cutwater advertising agency is
part of the Omnicom entity. BBDO Detroit, in Troy, Mich., is
the agency of record for the Jeep brand.
Promoting the
new tagline the official Jeep website has a nifty new
section allowing Jeep owners to share their photos and
videos.
Jeep.com
Official
jeepfan.com 2007 JK Wrangler Unlimited Rubicon
Jeep
JK Wrangler Review
Introducing
the all new 2008 Liberty
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