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Mumbrella360 video: You bought a Jeep?

In the latest in a series to run over the next few months, we present highlights from this year’s Mumbrella360 conference.

L:R Cummins ECD Jim Ingram, Cummins CEO Chris Jeffares

L:R Cummins ECD Jim Ingram, CEO Chris Jeffares

‘You bought a Jeep?’ is probably one of the most well-known and oft-quoted brand lines in Australia. In this Mumbrella360 session Cummins & Partners CEO Chris Jeffares and co-executive creative director Jim Ingram look at the creation of the campaign and chart its journey.

Timeline:

  • 1.24: We’re going to start in the middle – showreel.
  • 2.35: “That’s work we had nothing to do with the creation of”
  • 3.40 – The problem – no brand relevance for Jeep in local market
  • 5.20 – “The first thing we did was embrace the spirit of adventure”
  • 6.35 – The first piece of work
  • 8.20  Principles of ‘Don’t hold back platform’
  • 9.25 – Started bringing in new audiences and brand personality
  • 12.00 – Data showed we’d doubled sales in the first year
  • 13.10 – We focussed on two bought channels and dropped everything else
  • 13.30 – “Embrace the spirit of Australia”
  • 14.30 – AFL sponsorship and Richmond documentary
  • 18.10 – Partnering with the right people
  • 20.30 – NRL sponsorship
  • 21.40 – Horse racing sponsorship
  • 23.00 – What moving beyond retail advertising did for the brand
  • 23.40 – ‘I bought a Jeep’ – changing the target market
  • 24.30 – “One of the ballsiest pieces of comms I’ve seen a brand embark on”
  • 26.00 – Impact of bringing the brand personality instead of retail ads
  • 28.00 – Building on the brand platform
  • 29.50 – “I’ve heard the I bought a Jeep boat ad is the favourite ad of children in Australia”
  • 30.45 – Social media influence
  • 32.20 – Marketing challenge – finding new ways to articulate the platform
  • 34.10- Cracking 30,000 units – “a particularly proud moment”
  • 35.00 – “Incremental sales are another $2.5bn in four years”
  • 36.30 – Questions: “What is the volume of work?”
  • 38.15 – “What do you think of the ‘it’s a Mitsi’ campaign?”
  • 39.50 – “What is the effectiveness of social media?”
  • 41.25 – “What is the conversion rate on football sponsorships?”
  • 42.35 – “What do you do around loyalty and CRM?”
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