Jeep began its new “i live. i ride. i am. Jeep.” campaign just weeks ago following a barrage of advertising throughout Times Square in New York on Thanksgiving Day to gain exposure during the Macy’s Thanksgiving Day Parade. Since then, television spots for Jeep, created by GlobalHue, have been relentless. On December 11, the print campaign also began to compliment the TV ads already hitting the airwaves.
The new campaign is intended to reinvigorate Jeep sales while complimenting the brand’s existing qualities and communicating Jeep’s adventurous spirit, both past and present. Jeep isn’t just trying to sell a vehicle, but a lifestyle, one that many associate with the brand. If achieved, the marketing campaign should not only have an affect on new dealers, but on used dealers such as Executive Jeep as well. Yet, despite Jeep’s bold new advertising push, some have felt that the ads, and new tagline, are a bit too general and could apply to nearly any brand.
While there may be something lacking in these ads, one area where the real strength of the Jeep brand has recently been evident is in resale value. According to Kelley Blue Book’s 2010 Residual Value Study, Jeep scored three percent above the industry average. So while these ads may miss the mark in showing how “Jeep” stands for strength, at least there is still some evidence of it out there. But despite criticism, Hartford Jeep sees the ads of at least conveys the unique spirit of the brand, even though it lacks conveying the benefits of the products.
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See more Jeep advertising on this blog.
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