Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
Jeep and Maxus are using the power of relevant advertising to drive results. Click here and cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Your vote must be registered by Oct. 27 to count for the final award.
Jeep Delivers Live, Local Weather Reports to Urban Drivers During England’s Deep Freeze
Client/Agency: Jeep/Maxus
Campaign: Jeep Dynamic Weather Unit
Campaign objective: To reach aspiring Jeep drivers and sell its target goal of new Compact Jeep Patriots before the end of 2010.
Contextual Strategy: December 2010 in the UK was the coldest December in 100 years. Heavy snow caused travel delays and dangerous driving conditions. To promote the Patriot as the vehicle to tackle and enjoy these extreme weather conditions, Jeep delivered an in-text media first, offering live weather reports and illustrating that Jeep drivers were not only prepared for the harsh weather, but were also excited to face it head on with the Jeep Patriots off-road capabilities.
Creative Execution: The creative delivered dynamic copy and geo-targeted weather reports to position the Jeep Patriot as a vehicle that welcomed the difficult driving conditions. For example, if the weather report was snow, the creative read: “Oh Hello Snow: I’d been hoping you’d stop by;” for rainy conditions: “Downpour: You are the most perfect driving condition.” And if the weather is actually fine or sunny, a teaser call: “Bad Weather: Come out, come out, wherever you are.”
More in Media
Rethinking entry-level hiring in the age of AI: A conversation with Amazon’s Diana Godwin
Godwin, general manager of AWS Certifications at Amazon Web Services, has some insight on how certifications are bridging the skills gap.
WTF are synthetic audiences?
Publishers and brands are using AI to create a copy of audience behavior patterns to conduct market research faster and cheaper.
Forbes launches dynamic AI paywall as it ramps up post-search commercial diversification plans
For the latest Inside the publisher C-Suite series, Digiday spoke to Forbes CEO Sherry Phillips on its AI-era playbook, starting with its AI-powered dynamic paywall to new creator-led commercial opportunities.