Jeep wants younger consumers to buy its vehicles and is counting on bobbleheads to deliver its commercial message in a new, multimillion-dollar TV ad campaign. That's right, bobbleheads. Four
30-second TV spots for the Compass, Jeep's first entry into the compact SUV segment, feature over a dozen bobblehead characters, including a blues musician and a dog.
Brandweek says the
campaign will target a younger buyer, 22-30, who is single, urban, and college-educated, with an average income of around $40,000. The campaign's goal is to bring the Jeep brand to younger buyers than
its current 45-to-55 consumer. It also wants to keep the Compass and its 30-mpg rating separate from much larger Jeep vehicles, like the Wrangler and the Grand Cherokee. The effort includes a sizable
Web element. "We have spent a larger portion of our budget on Internet-related and integrated platforms for this campaign than ever before," says Jay Kuhnie, director-Jeep communications. "This is a
very Internet-savvy audience that we are approaching."
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