Jeep Australia launches new Jeep Grand Land campaign via Cummins&Partners, Melbourne
The iconic brand Jeep is giving away a piece of rural Aussie land to one lucky person with an appetite for adventure, in its latest work developed by Cummins&Partners Melbourne.
Jeep has for years inspired Australians to ‘Don’t Hold Back’ and get out there and explore this amazing country. However, for some people they need an extra incentive to get out beyond the city limits. So, during the month of March and April 2016, Jeep is giving one lucky person a reason to get away more often with the ultimate reward – the chance to win a big chunk of rural Aussie land if they test-drive a Jeep Grand Cherokee.
Launching with a website, TV, press, outdoor, digital, social and PR, the campaign communicates:
The Grand Cherokee is packed with features for all-terrain performance, the only thing missing, is somewhere to drive it.
Those with an adventurous spirit are urged to visit the jeep.com.au website, where an interactive map of Australia allows them to browse any piece of land for sale outside a certain distance from each capital city.
To make this idea a reality, Cummins&Partners and Maxus Australia approached and brokered a partnership with realestate.com.au – who are known for their comprehensive property listings nationally. Using a custom live property listing API developed specifically for the campaign, the realestate.com.au properties are categorised into a diverse range
of geographic types (coastal, country, forest, outback, mountain) and are filtered to reflect locations remote enough to truly have an adventure – all while acting as a testament to the fact that the feature packed Jeep Grand Cherokee is capable in any terrain.
Client:
CEO – Pat Dougherty
Director of Marketing and Product Strategy – Zac Loo
Senior Advertising Manager – Ashlin Moore
Creative Agency: Cummins&Partners
Executive Creative Directors – Jim Ingram & Ben Couzens
Creative Director – Damian Royce
Creative Team – Maurice Moynihan, Trent Hendrick & Julie Poulter
Group Business Director – Katie Firth
Senior Integration Manager – Emma Fox
Head of Customer Experience – Matthew Morgan
TV Production Credits: NiceBike Content
Executive Producer: Mark Bradley
Director: Oliver Waghorn
Digital Production Credits: Digital Dialogue
Group Account Director: John Archer
Account Manager: Sally Randall
Media Credits: Maxus Australia
Client Services Director: Kate Francis
Head of Innovation & Partnership: Shivani Maharaj
4 Comments
Clever incentive. Like.
Trentsville
Someone bought into one of those FNQ real-estate scams selling Cape Tribulation at low tide?
Love or hate the jeep work, this is actually a very brave and clever promotion idea for a car company that sells the dream of getting out there and exploring. it’s the best ive seen from a automotive brand in ages, especially out of australia. good job cummins and partners and jeep