Jeep launches ‘The World’s Most Remote Dealership’ campaign via cummins&partners
Jeep Australia together with cummins&partners, experiential agency Wonder and partners Nice Bike, Digital Dialogue and Maxus are set to mark the launch of the all-new Jeep Cherokee in Australia by creating The World’s Most Remote Dealership.
Says Veronica Johns, president and CEO of Fiat Chrysler Australia: “The World’s Most Remote Dealership brings the Jeep ‘Don’t Hold Back’ attitude to life with a unique offer. We believe this is a ‘World-First’ and a campaign only Jeep could pull-off.”
The Jeep Remote Dealership will be offering people the incredible opportunity to buy one of ten Jeep Cherokee Longitudes for just $10K Drive Away*, but only, if they can make it there.
The campaign will be launched via TV, digital and social and will drive users to download the Jeep App, to participate. However the exact location and other details of the Remote Dealership will only be revealed in the coming weeks and only to those who register through the Jeep app.
Says Jim Ingram and Ben Couzens, joint executive creative directors, cummins&partners: “The Cherokee is as much at home in the city as it is in a place far more remote. So we figured that’s exactly where we should sell it – the most remote car dealership in the most remote country in the world.”
Client: Fiat Chrysler Group
Chief Executive Officer – Veronica Johns
Director of Marketing- Mark McCraith
Senior Advertising Manager- Ashlin Moore
Agency: cummins&partners
Executive Creative Director- Jim Ingram
Executive Creative Director- Ben Couzens
Copywriter- Chris Ellis
Art Director- Aaron Lipson
Agency Producer – Jess Thompson
Group Account Director- Magdalina Triantafyllidis
Account Director- Rosie Bean
TV Production – Nice Bike
Media Agency – Maxus
Digital Agency – Digital Dialogue
Activation Agency – Wonder
38 Comments
Logic flaw?
Great idea; really great. Pity about the TV production – looks cheap and nasty. But no doubt it’ll work.
nice one.
So after they release a video poking at ‘world firsts’
They come back with a ‘worlds first’?
Nice.
brillant
Shame the car looks like dogs balls
Didn’t Dodge do this same campaign a few years back?
Spot on Jim and Ben.
Nice work Bants & Aaron!
Now this is a goody……and brand relevant!
Very cheap looking production and horrible transition at the end. its a bit wobbly dont you think? Like the idea though.
Look at the details on the site. Once the app tells you it’s open, you call AND pay for the car. Then two weeks later you head out to the desert to pick it up. It has nothing to do with the remote dealership. It’s a first to call comp.
Shame, it could have been good.
World’s Best..
World’s First..
World’s Most Remote..
Neat connected story – though TV production could have be more polished -but nice work
Pitty the Cherokee isn’t a proper 4WD at all…
Better fit for Toyota.
Wouldn’t you need a Jeep to get to this dealership?
PS. The film looks a little cheap
Shame you didn’t research your ideas. Landcruiser smashed it much bigger and better idea and they didn’t have to revert to retail and freebies which any brand can offer to get people involved. Good try though.
Digital agency – Digital dialogue
Media agency – Maxus
Activation agency – Wonder…..
TV agency – CumminsPartners
So much for the integrated agency model, everything under the roof that clients are loving, squeezing toothpaste back in the tube etc….
Solid idea
Perfect use of obstacles. This is how you keep consumers from participating with you brand. I assume this was shot on the 3D printer chopper.
You’d need a capable 4×4 to get there, which cancels out the need for a Jeep.
Bad tv production. Cheap clients evidently. But awesome ideA, prove you have the adventurous spirit of jeep by finding the most remote dealership. Come on. It’s a solid silver.
Rad idea. 4wd cars sold where you could meet sell another type of car .
@confused
I am sure the agency could have done the lot. But Clients still choose to have separate relationships with media agencies, activation people, digital and production. Not much can be done with that toothpaste.
A wonderfully simple idea: most SUVs are sold in the city. Jeeps should be sold where they belong.
I’m just a regular dude (not an ad nut like some on here seem to be), and it caught my attention…big time!
To the boofheads who say “but you need a 4×4 to get there, what’s the point?” I say, I drive a Ford Focus, but I can rent a 4×4 from the nearest airport and drive to the dealership (i.e. it’s all about the journey)…is that such a difficult concept to grasp?
Fact of the matter is, my wife drives a 2011 Hyundai ix35 which we could sell for about $15000 (and we own it outright); if I can buy this thing for $10k, then spend $5k getting to it (and getting it home), then I’m up…good for me! Hell, if I spend $20k making this work then I’m in a brand new Jeep for $5k and I’m rid of a Hyundai…sign me up! (yes, I’m keeping the Focus, for entirely un-manly reasons that relate to fuel economy and other economic factors)
With respect to the quality of the ad….didn’t notice, I’m just a dude (yeah, the dealership in the ad is clearly CGI….but who cares?). I’ve already been talking to mates about it and planning a cool trip to go and get a cool car (I like it, even if you don’t).
So….hats off to you Jeep…I’m excited even though I know diddly about advertising 🙂
I like the idea, but disappointed by the execution. If it was actually a competition to see who could get to the dealership first. It would be AWESOME! Obviously from the same starting point or you would have to work out how to make it fair. However as said above its really about receiving a message that says here is the dealership if you can be bothered driving/flying here, you have to be the first 10 callers. but hey would still be awesome to do it. I get the feeling that the lines will be blocked cause so many people will call
MY LANDCRUISER WILL GET ME THERE. JUST NOT SURE IF THE JEEP WILL MAKE IT BACK FROM THE SIMPSON.
I’m just a chick who would be up for the adventure of getting to the most remote dealership.. I would just love the idea of getting there on a motorbike camping overnight getting dusty..then rock up to the dealership and looking pretty rustic however to get in a jeep and drive it home would be a bit of a luxury. It would be a total blast of a break away. It would be fun to film the run..
There is more to being lucky ten phone calls , given one clue ….. bound to be more to follow
Pitty about the app being so poorly designed, developed and deployed. Agency is the right word, no actual experience is building real world software applications, just wantabees.
They should fined for doing it so badly.
Nearly 9.30 am and the telephone number has not been released. Smacks of a con to me!!
Why in the world would an error message appear right on the moment the number is to be revealed telling me that my location services are not switched on? That I can do it in my settings or on the Jeep App…..but doesn’t show anywhere on the App where to do this. Have disabled cookies but my Location Service was on in the Settings…..
Everyone would have wondered three things:
(1) How should I get there? The Adventure bit.
(2) Will I be able to sell this thing for more than $10K plus the costs? The justification bit.
(3) Will the Jeep actually make it back before breaking down? The reality part.
So I called at 9:00am on the “chime” But found that the campaign simply ended in Broken Hill and those who bothered to dreamed the adventure got stranded listening to nothing more than the sound of a busy line… In a world of unlimited bandwidth one would have thought something more could have been done?
I suspect all that was invested in this campaign would have been lost. Perhaps 10 people got through and perhaps 10 people are still thinking about those three questions. But of the those who where tempted none experienced the exciting finish promised by the brand…
Most people probably got bored and simply hung up on the idea after a dozen tries and returned to their Toyotas or Subarus. The campaign only reinforced the notion that Chrysler was unsatisfying. Unreliable, petrol guzzling and yes with a laugh butt-ugly too. Something gaudy & monstrous that only those yanks would make!
what fiasco, after calling the 1300 on the app with the line busy all the time, I decided to call the dealership directly, to my surprise they answer the phone and very rudely was told that “JEEP DEALERSHIP” does not deal with Jeep!!!!
Could you believe that!!!
Am so disappointed, was on the line when the phone number finally came up, redialed every 2 seconds for 20 minutes and continually got the recording saying the line is busy ring back later, if anybody bails out I would gladly go to Silverton, purchase the vehicle and return with it.
we sat and waited from 10 minutes before the allotted time until 45 minutes after – and the telephone number was not supplied. We got a map showing how far we were from the dealership, and nothing more. A con. And yes, we will be contacting ACCC about deceptive and misleading conduct.
I had waited with great anticipation for this competition’s countdown to finish and expose the phone number for the Remote location, 2hrs later no phone number only a silly circle calibrating, what? I don’t know! How disappointing it was to learn the phone number had been leaked the night before and calls were made before the cut off time and also knowing the friends at Jeep knew it had been leaked which breached the competition they so proudly advertised! Surely with full knowledge prior to the finish, the public would have accepted a cancellation or delay had they known the competition had been compromised!
May be it was a competition for selected dealers! or perhaps you needed to know somebody from the call centre!