Join us Sept. 14-16 in Miami to connect with top publishing leaders
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
Creator industry admits that fee pricing is out of control, but can’t agree on a fix
In the facing of rising creator costs, companies are offering benchmarking tools to level the negotiation playing field, but is it enough?
Media Briefing: The post-traffic era of the open web is taking shape
The open web isn’t dead, but it is changing shape. Publishers are trading search-driven scale for stronger brands and diversified audiences.
USA Today Co. is reformatting content to attract more AI licensing deals
USA Today Co. is testing ways to reformat content for AI bots in a bid to attract licensing deals and unlock new revenue.