2022 Winners & Shortlists

Background

The new Wrangler Rubicon 392 - the wildest, fastest, most powerful Jeep, ever. It’s the car most Wrangler fans had been waiting for - a 6.4litre HEMI V8 engine, 470 HP, and desert rated. For the 2021 Middle East launch we wanted a campaign that was different to the usual product launch with fast driving shots, sand spraying and epic scenery. Rather, to create a deeper connection with Jeep fans across the region and reinforce the brand values of freedom, adventure and authenticity with the new nameplate.

Describe the strategy

Coming off the back of a year predominantly spent confined indoors, we wanted to connect with our audience on a more visceral level and convey the sense of freedom and adventure that awaits with the new 392. Our human truth, that as we grow up we begin to feel more confined, more confronted by the things life throws at us, is amplified in our region. Our society, cultural norms, restrictions and familial pressures can at times feel overbearing to the point of feeling caged. So we wanted to balance that tension with the feeling of liberation and freedom that comes when you venture out into the wild and roam free, through an invitation to Rewild Yourself in the powerful Wrangler Rubicon 392. Our hero film paved the way for our audience to come experience the car for themselves through test drives, while supporting digital and offline assets reinforced our message.

Describe the execution

Our film depicted the story of a young man who is confronted by life's obligations, we see flashes of his innocent past juxtaposed with his struggles of today, until the pure power of the Wrangler Rubicon 392 enables him to free himself, to escape from the pressures of life and breathe again - to become that kid again. Happy, fearless, wild…roaming free. We wanted to reach a wide audience and social media enabled us to share our story across the region. It was released on Jeep Middle East’s social channels as well as Jeep dealer channels in all main markets in the GCC & Levant and amplified across the digital landscape.

List the results

The Wrangler Rubicon 392 campaign has performed extremely well across social media platforms - scoring high in terms of metrics and exceeding benchmarks for two consecutive months, and reflecting people’s interest and excitement in the new nameplate and content. The film has over 24million views and 138M+ impressions. Supported by the launch of the long awaited Rubicon 392, 2021 was Wrangler’s best sales year with a 37% increase in sales over 2020. Jeep brand sales in the region increased by 29% in 2021 led by the highest sales ever for Wrangler. The first batch of Wrangler Rubicon 392s sold out across the region in the first month of launch, and there has been a lot of excitement and interest from the local Jeeper communities with many people taking test-drives in all markets.