“This was really a team effort,” said John Plecha, director, Jeep Marketing and Global Communications.
The campaign features a “bobblehead world” of characters intended to represent a cross-section of typical Compass buyers. Their world is centered around the Jeep Compass, and the ads were designed to establish it as a “fun, hip, and youthful” vehicle that keeps pace with the style and life of the city.
For the 30-second televisoin spots that began airing July 31 on network, cable and online media outlets, the bobblehead characters are featured bouncing to hip-hop pioneer KRS-One’s track, “Steady Bounce.”
Print advertising includes four-page magazine inserts, two-page spreads and single-page ads.
In addition to the Jeep and Compass home pages, the TV spots will be available by searching thejeepchannel on You Tube. Advertising will appear on high profile home pages such as AOL, MSN, Yahoo and on social network sites, including MySpace and Facebook.
TV extensions include Compass vehicle integration in MTV Real World 18 and “Uncharted,” a month-long Jeep Compass Music Tour of up-and-coming artists, which will kick off in New York in August.
The campaign will also include outdoor billboards, bus shelter advertising, painted walls, building wraps and buzz marketing at beaches and clubs.
“The Jeep Compass will attract younger buyers to the Jeep brand and is seen as modern, upscale and attractive by general market, African American, Hispanic and Asian Amercian consumers,” said Plecha. “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 and 30 years of age, single, college educated and live in a “downtown” area of the big city.
“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.”
The Jeep Compass, which began being shipped to dealers last month, includes a standard 172-horespower 2.4-liter engine, side-curtain air bags, electronic stability program, traction control and ABS 60/40 rear split seats.
The base price for the Compass is $15,985.
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