automotive

Jeep Reads The Weather In UK Effort

Jeep

Jeep is trying something different in the UK, where the clouds are thick and the weather ranges from sub-Arctic up north to sultry down in Brighton -- of a summer eve. The campaign, promoting (perhaps ironically) Jeep Patriot, embeds a real-time weather feed, reflecting conditions at the Internet address of the user's computer into a banner ad. The weather updates are secondary "ads within ads," or pop-up windows, hyperlinked to text embedded in Jeep's print and online campaign. 

The campaign, via Chrysler LLC's UK media firm London-based Maxus and Vibrant Media, uses feeds from World Weather. Running through the end of the year, the effort comprises a number of creative executions that change dynamically, according to local weather. If it is snowing at the IP address, the text says "Oh Hello Snow: I'd been hoping you'd stop by." For rain: "Downpour: You are the most perfect driving condition." And if the weather is good: "Bad Weather: Come out, come out, wherever you are."

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Naveen Dayal, marketing communications manager of Jeep in the UK, said the effort is intended to highlight the brand's all-wheel drive competence and play on the brand mythology that Jeep owners love to romp in the muck. "Our overall campaign is about a brand truth that Jeep drivers are happy drivers, come rain or shine. The worse the weather is, the better. The tone of our advertising is, therefore, fun and tongue-in-cheek."

The ad units enable people to request a test drive, brochure or get information on the Patriot. Anna Tracey, head of UK sales and business development, Vibrant Media, says the company approached Maxus with the idea and that the technology is proprietary to Vibrant.

In the U.S., Jeep posted the second-biggest sales increase last month of any of Chrysler's four brands (Ram was first), with a 58% lift compared with the same month a year ago. Sales of the Patriot were up 17% -- but Jeep's big gains came from the 2011 Grand Cherokee, which launched during the summer and is the first vehicle out of the gate that reflects the joint prowess of Fiat and Chrysler. Sales for the nameplate spiked 256% last month against the month last year. In November 2009, Jeep only sold 3,085 of the late-model Grand Cherokees versus over 10,000 last month.

The company moved into the luxury space last month, unveiling a version of the Grand Cherokee called the Overland Summit and a premium edition Jeep Liberty called Jet at the L.A. Auto Show.

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