Bobbleheads to Help Sell the Compass
Date 2006/7/23 8:28:00 | Topic: Compass
|  (from a Chrysler Group press release)
The Jeep® 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.
You can check out these new Compass ads in the Compass area of Jeep.com.
“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.”
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