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, 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.
https://www.youtube.com/watch?v=3bcWZoI55pw
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?”
those men are sexy!
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Incredible work guys. What a story to be able to tell in just four years! The boat sales letter blew my mind! Congratulations – absolutely phenomenal.
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Purported sales figures aside, y’all surely don’t think this is great advertising right?
From the get-go this is nothing more than a crude ‘vehicle’ for encouraging females / the non adventurous (i.e. 70% of the purchasing decision / majority of urban Aussie residents) to buy a car not designed for them and poorly suited to them.
If you call it success – I urge you to consider what % of female SUV drivers are in a jeep?
Back in the day “you bought a jeep” would be the internal comms device in which to build the message.. not the message itself.. Lazy.
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