 New Jeep Advertising Campaign
Posted by mike on 2003/10/24 23:00:00 (304) reads
|
New print, television, and web advertisements to debut
The Jeep(R) brand today unveiled the latest elements of a new advertising campaign showcasing Jeep Trail Rated(TM), the recently announced new way to communicate to consumers the extensive level of off-road requirements that all Jeep 4x4 vehicles must meet.
The campaign is built around the Trail Rated badge, which is affixed to all 2004 Jeep 4x4 vehicles -- the Grand Cherokee, Liberty and Wrangler. The unique emblem signifies that every Jeep 4x4 has been designed to perform in a variety of the most challenging off-road conditions, and also endured testing endorsed by the Nevada Automotive Test Center (NATC).
"Trail Rated further delivers on our promise to provide rugged, versatile vehicles with authentic 4x4 capability and ensures that this legendary capability remains the cornerstone of the Jeep brand," said Jeff Bell, Vice President, Jeep Marketing, DaimlerChrysler.
To earn Jeep Trail Rated certification, Jeep vehicles are required to meet capability standards in traction, ground clearance, maneuverability, articulation and water fording. Icons representative of each standard are used in advertising, on Jeep.com and in other Trail Rated communications.
"This new campaign not only reinforces the fact that Jeep Trail Rated provides a repeatable and consistent measurement of off-road performance for all Jeep four-wheel drive vehicles, it also helps consumers understand just how capable Jeep vehicles are," said Bell.
Trail Rated communications launch in late-October with five print advertisements, two 30-second television spots and a special Trail Rated section on Jeep.com. Trail Rated creative will also be found in the charter edition of The New Yorker magazine's Tablet PC, the digital edition of BusinessWeek, as well as at Jeep branded events throughout the year.
Many of the advertisements feature images captured during actual NATC testing. Additional capability photos and video clips are available on http://www.Jeep.com .
In the TV spot "No Endorsements," a Jeep 4x4 drives effortlessly through deep, Arctic tundra snow, crossing a stream and scaling boulders. All of the tasks are completed in the presence of typical signs of sporting success -- an Olympic-style three-tiered podium, a football-style scoreboard and a finish line, but no people. Throughout the spot, the voice-over states that no gold medals or world championships are given to vehicles that complete these challenges. "So why do we make sure every Jeep 4x4 is Trail Rated to meet such strict standards of capability? Perhaps," says the voice-over, "the better question is, why doesn't everyone else?" The spot closes on the full line of Jeep 4x4 vehicles -- the Grand Cherokee, Liberty and Wrangler -- perched on a majestic mountain peak.
All of the advertising in this campaign closes with the theme line "The Jeep Trail Rated System. If it's not Trail Rated, it's not a Jeep 4x4."
"Jeep brand advertising has always reflected the 'go anywhere, do anything' capability of Jeep 4x4 vehicles," says Bill Morden, Vice-Chairman and Chief Creative Officer, BBDO Detroit. "Now, through Trail Rated, we can demonstrate to our consumers how every Jeep vehicle keeps them safe and secure no matter what nature throws at them."
The NATC has 45 years of off-road vehicle testing experience, including the creation of standards for the U.S. military.
More information on Trail Rated can be found at http://www.jeep.com/trailrated
Reader Reactions
The comments are owned by the poster. We aren't responsible for their content. You must login or register to post a comment.
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
 Originally posted by: Fred I'm in the hunt for an SUV. Visiting the Boston Auto show over the weekend, I checked out the Jeep Liberty. I really was impressed with the Renegade version. I later went on jeep.com and really enjoyed the Trail Rated section of the web site. It shows all jeeps going through the different tests. That might be the marketing that Jeep needed to get me to be behind the wheel of a new Liberty , really soon.
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Wyatt here is my comment
I agree Jeep needs to market to the general population. I'm in favor of vehicles like the GC as long as it maintains its ruggedness. I would like to see Jeep just offer a version of each vehicle without IFS. Therefore 95% of the general population continue to keep Jeep going and 5% of the hardcore faithful are satisfied. I love my TJ but it's too small now for my family. I love my XJ because it can go off road but it's great for urban life as well.
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Wyatt here is my comment
Perhaps Jeep should do an infomercial, like Land Rover, explaining to the public what Jeeps can really do, what the Rubicon trail is, and why most other 4x4s are inferior off roaders.
I beleive this would generate more sales and it would educate people who would demand Jeep stay true to its roots and not go the way of so many other SUVs which are basically glorified station wagons.
I constantly see commercials from other companies explaining what is special about their vehicle e.g, Dodge/Hemi, Ford/Top selling F150, Caddy/Luxo...
What is Jeep doing?
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Jon This is a positive thing. Everybody that has been saying that Jeep advertising and marketing doesn't show what a Jeep can really do should be happy for this ad campaign as it sounds like it will address those issues.
I have seen more negative comments regarding Jeep from Jeep owners than anythone else including all the automotive critics. I guess its sort of like I can talk bad about my spouse but if anyone else dares saying anything.......
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Rae I guees Jeep has to have something new since they can't come up with a new Jeep product to compete with the rest of the SUVs. Get it together DC the SUV market copied a winner (Jeep) and took it and ran...there's still time to be competetive, forget the Durango, everyone else has!
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Jeep Owner Jeep needs to hire the old Gunny Sargent from the History Channel's "Mail Call" show to be a national spokesman. I can see them using him in some funny ads barking orders out at people, and some serious ads which talk about the history of Jeeps.
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: A concerned taxpayer Is the Treo concept going to be trail rated?
New advertising campaigns for Daimler-Chrysler at this point are like rearranging the deck chairs on the Titanic.
I think it's time for folks to start writing to their US Senators and Congressman about the terrible way in which Diamler is mis-managing Chrysler, Dodge, and Jeep into bankruptcy and oblivian.
All of us taxpayers are going to wind up footing a pretty massive bill for retraining, lost income tax revenues, and pension gurantees to the hundreds of thousands of Chrysler Group employees who are in danger of losing their jobs due to Diamler's bad management.
Some pretext needs to be found for the U.S. Government to step in and force Diamler to sell the Chrysler group before it's too late. Perhaps some behind the scenes work with the judge hearing the Kerkorian lawsuit could be done to encourage the judge to order the sale or seizure of Chrysler group from Diamler. Maybe the U.S. Department of Justice needs to get involved in a criminal investigation of the outright fraud Diamler's Deiter ("it's a merger, ja dats vot it ist") Schremp has admitted to during the takeover of Chrysler.
What exactly happened to the $7.5 Billion in cash Chrysler had on hand at the time of the fraudulent takeover by Diamler?
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: A concerned taxpayer Correction to my earlier post:
The bone-head in charge at Diamler is named Juergen Schrempp, not Dieter Schremp.
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Wyatt here is my comment
According to the stats below, full size pickups dominate in the U.S. Time for Jeep to bring back a full, 3/4, or midsize pickup.
Then comes the SUVs. Time for Jeep to improve the G.Cherokee; make it more reliable and unique. Keep the off-road ability and sales should improve.
Lastly, the cars which are dominated by Japanese auto makers. Unless Jeep can build cars more reliable then Honda or Toyota, lots of luck.
Cross-over vehicles still aren't huge sellers. I like the idea behind the Chev Avalanche and Subaru Baja, I just don't like the vehicles. Perhaps Jeep can build an XJ/TJ like vehicle with a pickup bed that can fit four. I doubt they will though. I'd by one, if they did.
DETROIT, Oct 1 (Reuters) - The following are the top-selling vehicles in the U.S. through September of 2003 as reported by the automakers.
Total sales of the top 20 vehicles rose 3.5 percent or 152,762 units to 4,509,649.
Following is a list of the top-20 selling vehicles, ranked by total units. RANK VEHICLE 2003 2002 '02 RANK %CHG
1 Ford F-Series pickup 627,364 620,197 1 +1.2
2 Chevrolet Silverado pickup 516,916 480,158 2 +7.7
3 Dodge Ram pickup 334,149 303,319 6 +10.2
4 Toyota Camry 320,687 337,884 3 -5.1
5 Honda Accord 314,598 304,336 5 +3.4
6 Ford Explorer 282,816 328,036 4 -13.8
7 Toyota Corolla/Matrix 262,403 188,851 14 +38.9
8 Ford Taurus 241,772 247,015 7 -2.1
9 Honda Civic 240,331 243,633 8 -1.4
10 Chevrolet Impala 216,449 143,695 18 +50.6
11 Chevrolet TrailBlazer 197,366 178,248 13 +10.7
12 Chevrolet Cavalier 194,035 192,839 9 +0.6
13 Dodge Caravan 185,047 192,632 10 -3.9
14 Ford Focus 176,913 189,285 11 -6.5
15 Ford Ranger pickup 170,197 181,289 12 -6.1
16 Nissan Altima 154,860 155,933 N/A -0.7
17 Chevrolet Tahoe 146,859 160,465 16 -8.5
18 GMC Sierra pickup 146,395 149,470 17 -2.1
19 Jeep Grand Cherokee 144,750 161,175 15 -10.2
20 Ford Expedition 139,516 112,858 N/A +23.6
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: Jon I agree that the history of Jeep is very important but we have to continue to move forward with new products and work on attracting new customers. I believe Jeep is still very well respected overall. The general public, which accounts for the majority of new Jeep sales as opposed the the hardcore Jeep guys who have a tendency to hang on to their Jeeps longer wants new and better products. Most will never take their Jeep off road and as long it can get them through the snow they are happy. If Jeep was to rely on the hardcore Jeep people only, there would be no Jeep. I agree that Jeep should make a longer version of the Wrangler to satisfy those loyal Jeep guys and gals who need or want more room but there is a lot more out there that would rather have leather interior, plenty of cargo room and just know that their vehicle could handle off road with ease but will never take it there.
The guys at DC aren't going to build a vehicle they can only sell 4,000 a year of if they can build one they can sell 40,000 year. I think it's pretty cool they still sell the Wrangler considering on a daily basis how useless it can be. I own one along with a Grand Cherokee. But what a limited use vehicle that is pretty much a toy for me. If I had to get rid of one it would have to be the Wrangler because I need the versatility of the GC. And it is still can handle the trails.
|
|
|
| Poster |
Thread |
| Anonymous |
Posted: 1969/12/31 18:00 Updated: 1969/12/31 18:00 |
| |
Originally posted by: OR Bruce Let's hope Jeep keeps "Walking the Walk." Keep bringing us capable vehicles, and we will buy.
In defense of Daimler, they have poured a lot of money into Chrysler, and kept it going through the downturn. I don't think they understand Jeep fully, though.
|
|
|
|
|
Digg This Story
Save This Page to del.icio.us
