Jeep is such a popular, iconic brand that consumers may be too used to seeing the company’s vehicles pop up on their television or social media accounts. However, many of these people may not be aware of the brand’s charitable efforts or advertising campaigns. Fortunately, we’re here to clue you in.
Whether the brand is focusing their 75th Anniversary vehicles or their 2016 Jeep Wrangler, the company wants customers to know what they’re up to in 2016 and 2017. Let’s take a look….
Canstruction
For the second straight year, FCA Canada (along with the FCA Foundation) celebrated Canada Day in a unique way. The groups constructed a life-size 2016 Jeep Wrangler that was made entirely of canned goods. Featuring more than 5,000 cans, the vehicle will ultimately provide more than 3,500 meals, and it will also bring some attention to Canstruction, a non-profit charity program.
“After the success of last year’s build, it was a natural decision to return to Vancouver for another Jeep Wrangler Canstruction event,” said Reid Bigland, the President and CEO of FCA Canada. “This effort reinforces FCA Canada and the FCA Foundation’s commitment to helping those less-fortunate, while also propelling youth towards success though skills in science, technology, engineering and math – all while having fun!”
The Jeep Wrangler was a good choice for the model, and it took about half a day to build the model vehicle. Organizers estimate that more than 400,000 people will see the structure before it’s taken down.
“The event is also a unique way to celebrate Jeep’s 75th anniversary in 2016 and its recent, fourth consecutive year of global sales records. Last year, Jeep sold more than 1.2 million units, which played a part in FCA Canada becoming the nation’s number-one selling automaker.”
USA Basketball/Sony Summer Project
Jeep is looking to push their 75th Anniversary Special Edition lineup of vehicles. As a result, the third annual Summer of Jeep campaign will feature the brand teaming up with USA Basketball and Sony/ATV Music Publishing. The commercials will mostly focus in on NBA superstar Paul George, with songwriter Morgan Dorr composing the music for the ads.
“Our Super Bowl spots set the stage for celebrating the Jeep brand’s 75th anniversary this year – with ‘Portraits’ serving as an acknowledgment of the brand’s worldwide community and ‘4x4ever’ bringing to life in song the attitude of Jeep vehicles’ off-road soul and on-road performance,” said Olivier Francois, the Chief Marketing Officer of FCA – Global. “Our summer campaign continues this theme through a unique alignment combining the power of a custom music platform from Sony, USA Basketball Men’s National Team finalist Paul George, the USAB team and our special-edition 75th Anniversary vehicles. ‘4x4summer,’ ‘What I Stand 4’ and ‘4 New Perspective’ serve to fuel the dreams and aspirations of adventurers all around the world during one of our favorite seasons while marking a milestone year for the Jeep brand.”
While the brand will be releasing three commercials (including “4x4Summer,” “What I Stand 4,” and “4 New Perspective”), the campaign will also include an immersive 360-degree experience, as well as a strong social media presence.
“Positioning the Jeep brand’s 75th Anniversary Special Edition lineup as the official vehicles of summer gives us the opportunity to celebrate this brand achievement and highlight the open-air freedom that enables consumers to go out and enjoy the season to its full potential,” said Mike Manley, Head of Jeep Brand and Ram Brand, FCA – Global. “Available across the entire Jeep brand portfolio, our 75th Anniversary models feature unique interior and exterior accents that pay tribute to the brand’s history. We are excited to share the summer with our global fans and followers, who have all helped to shape the legacy of our brand.”
Why Sony? Well, it’s plenty logical for Jeep to be attracted to the music company. With the brand looking to produce several original songs (which celebrate summer, friends, and exploring), it made plenty of sense to approach Sony for the project.
“We at Sony/ATV are proud to extend our winning relationship with Jeep after we initially created for them the custom track ‘4x4ever’ for what became the most Shazamed Super Bowl commercial of 2016,” said Brian Monaco, Sony/ATV’s Executive Vice President and Worldwide Head of Advertising, Film & TV. “It is a real endorsement of Jeep’s faith in us as their music partner that we have now had the opportunity to make three brand new versions of this hugely popular track.”
And Team USA? Well, considering the Olympics are this summer, the USA’s Men’s Basketball Team will certainly be stealing headlines throughout August.
“We are extremely pleased to have the Jeep brand’s support of USA Basketball as we head into summer competition,” said Jim Tooley, USA Basketball CEO. “USA Basketball is proud to be a part of Jeep’s 75th anniversary celebration and featured in the brand’s fully integrated summer campaign.”
My Jeep Story
Speaking of Jeep’s 75th Anniversary, the brand will also be promoting their “My Jeep Story” campaign throughout the year. It started back in March, when musical artist Ciara shared her Jeep Wrangler story. Since then, the brand has encouraged fans to send their own personal Jeep stories.
“As we mark the 75-year milestone of the Jeep brand, there is no other brand that is able to embrace its global community in a way that invites these individual and compelling stories that have also shaped their own, personal journeys,” said Francois. “Our Super Bowl campaign firmly acknowledged ‘We Don’t Make Jeep, You Do,’ recognizing that the rightful ownership of the brand resides uniquely within its fans, followers and owners. ‘My Jeep Story’ will help bring to life and pay tribute to the true spirit and humanity that has come to embody the brand.”
The brand understands that its success is attributed to its customers, hence the “We Don’t make Jeep, You Do” sentiment. Fans are asked to share their favorite stories on www.Jeep.com/myjeepstory, and they can do so throughout their preferred social media platforms. At the end of the year, the brand will release a “digital compilation” of the stories (along with making a $1.4M donation to the USO).
“My love for the Jeep brand started in my early days, when I would listen to my father’s military stories, and remained prevalent to the days when I drove my Jeep Wrangler to the studio at the start of my dream career as a musical artist,” said Ciara. “I’m so proud to be celebrating the Jeep brand’s 75th anniversary and helping to launch their ‘My Jeep Story’ campaign.”
The company is clearly devoted to spreading the word of their 75th Anniversary, and they’re also intent on raising money for plenty of charitable foundations. Sure, these may not be the most important aspects of a car brand. However, we’re certain the strategy will work, and it will surely positively impact the brand’s sales.
