DaimlerChrysler is out with a new campaign targeting young hip consumers around the new Jeep Compass that “talks” to drivers in their language via user generated content, music and premiums.
The Jeep Compass, DaimlerChrysler’s latest model that blends elements of a sports utility vehicle and a car, is the first vehicle Jeep has launched targeting drivers ages 22 to 30. The median age of a Jeep buyer is 45 to 55. But this time, Jeep is going after single, college-educated adults who earn about $40,000 and live in the “downtown” area of a large city, Jeep spokesperson Eileen Wunderlich said. These tech-savvy consumers are carefree, play hard and like to reconnect with friends, she said.
To reach its target, Jeep is using music, talking bobbleheads and other non-traditional marketing tactics to capture consumers’ interest. Jeep devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. Four TV spots featuring the bobbleheads touting the Compass as a fun, hip vehicle that keeps consumers moving will begin airing Monday. In September, Jeep will launch a bobblehead icon generator on Jeep.com where visitors can create their own bobblehead character and send it to friends. Bobbleheads featured in TV spots will also be available for purchase via Jeep.com.
Online, consumers can express their creativity via Jeep Compass Karaoke. Visitors can create a customized avatar and choose from three songs to sing. Songs can be recorded through a computer microphone or on the phone using an 800 number. Consumers can then e-mail their creation to their friends. Viewers can also rate user creations through the site.
The singing avatars are part of a fully integrated Jeep Compass campaign, which officially launches on Monday. Jeep sent an e-mail blast to more than 50,000 consumers this week about Jeep Compass Karaoke who opted in to find out more about the new vehicle.
“These young buyers are marketing savvy consumers who are passionate about fashion, music, entertainment and sports,” said Jeep spokesperson Jay Kuhnie, in a statement. “Having a piece of Jeep fun, freedom and adventure is exciting and inspirational for them.”
In August, Jeep will launch a Free Your Thoughts contest where consumers can create their own Jeep Compass commercial online. Viewers vote for the best ad online, and one grand-prize winner will receive a Jeep Compass and have their commercial posted on Jeep.com. The contest will run through November. Online materials will support. GlobalHue, Southfield, MI, handles.
Also next month, Jeep will rollout a music tour featuring eight emerging artists. The musicians will travel in Jeep Compasses to urban areas for performances. The first concert is scheduled for New York City’s Central Park.
Jeep will also find a home through vehicle integration in MTV’s Real World and co-branded TV spots this fall.
“We’re trying to reach consumers where they work, play and live,” Wunderlich said. “We’re going to be everywhere.”
To further promote the vehicle, Jeep will take the beaches in Los Angeles, Chicago, New York, New Jersey, San Diego, Daytona Beach, FL Miami and San Francisco as part of a buzz marketing campaign. Street teams will distribute 14,000 branded flip-flops to consumers from Aug. 11-13. The flip-flops imprint the word “Jeep” on the sand. Jeep will also make is way into location coffee shops with branded coffee sleeves as part of an out-of-home marketing campaign.
Print ads, radio spots, online materials and TV spots support the campaign. GlobalHue handles TV spots and print ads; BBDO, Detroit, handles campaign elements and Oddcast, New York City, handles interactive components.
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