Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

Jeep-Maxus Dynamic Weather Unit Competes For Contextual Ad Award

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.”

 

https://digiday.com/?p=2130

More in Media

Three publishers’ workforce diversity reports show DEI efforts remain sluggish

Overall, staff diversity at The New York Times, Hearst and Condé Nast has either marginally improved or stalled in 2024, according to their annual workforce diversity data this year.

Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting

News UK, The Independent, Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching. 

From sidelines to spotlight: Esports events are putting creators center stage

Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.