Jeep(R) Compass Marketing Campaign Targets New Buyers for the Jeep Brand
21 Juillet 2006 - 5:00PM
PR Newswire (US)
* Bobblehead characters star in integrated ad campaign launching
this month * All-new 2007 Jeep(R) Compass delivers fun, freedom,
utility, fuel- efficiency and Jeep 4x4 capability at an affordable
price * First Jeep vehicle to offer fuel economy of 30 mpg -
competes in fast- growing compact SUV segment AUBURN HILLS, Mich.,
July 21 /PRNewswire-FirstCall/ -- The Jeep(R) brand is expanding
into new territory with the 2007 Jeep Compass -- a new type of Jeep
vehicle for non-traditional Jeep buyers -- and will introduce the
Compass in an integrated marketing campaign that tells the Jeep
story to younger consumers who may not have previously considered
the brand. Bobblehead characters, infectious music and a media mix
that includes traditional and non-traditional media will reach the
Jeep Compass prospects where they live, work and play. The
integrated campaign includes television, print, radio, interactive,
customer relationship marketing, events and "out-of-home" marketing
components. "The Jeep Compass will attract younger buyers to the
Jeep brand and is seen as modern, upscale, urban and attractive by
general market, African American, Hispanic and Asian American
consumers alike," said John Plecha, Director - Jeep Marketing and
Global Communications. "Smart, clever, effective and integrated
communications are critical to reaching this audience and making
the Jeep Compass a success." Typical Jeep Compass owners are
expected to be between 22-30 years old, single, college educated
and live in a "downtown" area of a big city. They are fun, open,
carefree individuals with an adventurous mindset who like to get
away to recharge and reconnect with friends. To reach this
audience, Jeep created a "bobblehead world" of characters
representing a cross-section of typical Compass buyers. Their world
is centered around the Jeep Compass, and the ads establish it as a
fun, hip and youthful vehicle that keeps life moving in style
through the city. Bobblehead figures have long been perceived as
fun, entertaining and recognizable characters that have mass appeal
among the Jeep Compass target. "These younger buyers are marketing
savvy consumers who are passionate about their fashion, music,
entertainment and sports," said Jay Kuhnie, Director - Jeep
Communications. "Having a piece of Jeep fun, freedom and adventure
is exciting and inspirational for them." Four 30-second television
spots featuring bobblehead characters bouncing to Hip Hop pioneer
KRS-One's track, "Steady Bounce," begin July 31 on network, cable
and online media outlets. These include target-appropriate programs
on networks such as FOX, CW, UPN, ESPN, E!, MTV, Telemundo,
Univision and the new AOL Action Sports Network Lat34.com. Print
advertising includes four-page magazine inserts, two-page spreads
and single-page ads. They will run in music, fashion,
entertainment, fitness/adventure, sports, men's, women's and
automotive magazines, including publications such as Rolling Stone,
Vibe, Elle, In Style, Entertainment Weekly, People en Espanol,
Marie Claire, Latina Style, Maxim, Sports Illustrated, Shape and
Motor Trend. Interactive Integration In addition to the Jeep and
Compass home pages, the TV spots will be available by searching
thejeepchannel on You Tube. Advertising will appear on high profile
homepages such as AOL, MSN, Yahoo and on social network sites
including MySpace and Facebook. Additionally, Jeep will use
lifestyle sites tied to entertainment, fashion and music to build
awareness including a Jeep Adventure Radio Channel and New Artist
Contest on the Hispanic Batanga; Daily Candy; MTV.com Real World
sponsorship; and taking over a pre-programmed radio station on
Yahoo Music. User generated media content includes a Jeep Compass
Karaoke singing avatar initiative, powered by Oddcast; a bobblehead
icon generator where visitors to http://www.jeep.com/ can build
their own bobblehead character to send to friends; and a Free Your
Thoughts.com contest where consumers have an opportunity to create
their own Jeep Compass commercial. Seven-inch versions of the
bobbleheads used in the commercials also will be available for
purchase through http://www.jeep.com/ . Other Components TV
extensions include Compass vehicle integration in MTV Real World 18
and "Uncharted," a month-long Jeep Compass Music Tour of
up-and-coming artists, which will kick off in New York in August.
Out-of-home media will reach this active, younger audience through
outdoor billboards, bus shelter advertising, painted walls,
building wraps and buzz marketing at beaches and clubs. TV Spots
Descriptions The first spot, "Bounce," uniquely demonstrates how
owning Jeep Compass is a way to "keep moving" by becoming truly
independent and the envy of all who see it. The driver of the
Compass, a bobblehead, drives through urban streets catching the
eye of many other bobbleheads admiring his new wheels. The spot
closes with all the bobbleheads who envied the Compass bouncing to
the music in the back of the vehicle under a mirrored ball as if
they were in a dance club. The spot closes with the voice over,
"It's your life. Keep it moving. Introducing the totally new Jeep
Compass, for just $15,985. It's freedom in a whole new dimension."
In "Gear," the Jeep Compass drives by a street-side music store
with guitars, amps and keyboards filling the windows. A little old
bluesman bobblehead sits in front of the store and rocks his head
as the Jeep Compass drives by. The driver and passenger look at
each other and then at the back of the Compass with its seats up.
In the next shot, the seats are now down and the amps are in the
back of the Compass. The spot closes with our blues guy also in the
back playing his guitar and bobbing his head happily. The voice
over says, "The totally new Jeep Compass. With fold-flat passenger
seats and a removable load floor, there's no end to the cool stuff
you can take along for the ride." With gas prices at an all-time
high, the "Phil" spot communicates how the all-new Jeep Compass
with full-time Freedom Drive I(TM) four-wheel drive allows
consumers to "keep it moving" by getting 30 miles per gallon in
their Jeep Compass. The spot opens with two bobbleheads -- a male
driver and female passenger -- inside the Jeep Compass. They
approach a gas station with a "sad looking" bobblehead attendant,
but drive past it, then return to throw away a cup in the station's
trash can. The vehicle then drives away again, without buying any
gas, as the attendant looks on shaking his head in disbelief. All
the time, the driver's and passenger's heads are bobbing to the
music. The spot, "Monday," opens with the Jeep Compass driving down
the highway in the carpool lane. Cutting inside the vehicle, there
are bobblehead passengers dressed in their different work clothes.
The spot cuts to the driver as he turns up the stereo system as his
passengers bob to the beat of the music. One by one, the passengers
"fly out" of the vehicle as they get to their respective work
destination with one hitting an elevator floor button to get to her
destination and another landing in his office cubicle. The voice
over says, "The totally new Jeep Compass. With an available
458-watt Boston Acoustics stereo ... MP3 input ... and available
SIRIUS Satellite radio ... It's never been more fun to give your
friends a lift to work." All of the spots close with "Jeep Compass.
Freedom, in a whole new dimension." About Jeep and the All-new 2007
Jeep Compass Jeep has seven models in the 2007 model year, the most
available to retail consumers at one time in the 65-year history of
Jeep vehicles. "The Jeep brand is on a product offensive and will
continue to grow with new offerings that leverage Jeep's legendary
4x4 leadership," said Plecha. "We're solidifying the Jeep brand's
foundation with the bigger, more powerful all-new 2007 Jeep
Wrangler and the Jeep Wrangler Unlimited -- while also stretching
the brand to reach new customers in the growing compact SUV segment
with Jeep Compass and Jeep Patriot." The all-new 2007 Jeep Compass
will hit city streets and two-lane trails just as the compact
sport-utility vehicle (SUV) market is poised for tremendous growth
in the United Sates, gas prices continue to fluctuate and consumer
interest shifts toward more fuel-efficient vehicles. Annual compact
SUV volume in the U.S. for the 2005 calendar year was 368,000
units, up from 297,000 units in 2004. This segment is expected to
almost double to approximately 600,000 units by 2010 and almost
triple to more than 814,000 units by 2016. With Jeep Compass, the
brand's first front-wheel-drive-based SUV, Jeep is prepared to
capitalize on this growing segment by providing the packaging and
functionality of an SUV with the performance, handling, fuel
economy (30 miles per gallon) and price of a compact car or small
pickup. DATASOURCE: Chrysler Group CONTACT: Eileen Wunderlich,
+1-248-512-0332, , or David Barnas, +1-248- 512-2670, , both of
Chrysler Group Web site: http://www.media.daimlerchrysler.com/
http://www.daimlerchrysler.com/ http://www.jeep.com/
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