Jeep: JEEP BED SHEETS

Credits & Description:

Category: Cars & Automotive Services
Advertiser: CHRYSLER VENEZUELA
Product/Service: JEEP GRAND CHEROKEE 2011
Agency: LEO BURNETT VENEZUELA
Creative Vice President: Virgilio Flores (Leo Burnett Venezuela)
Creative Director: Ali Armas (Leo Burnett Venezuela)
Art Director: Rene Bustamanate (Leo Burnett Venezuela)
Art Director: Mariana Ortega (Leo Burnett Venezuela)
Copywriter: Manuel Fleitas (Leo Burnett Venezuela)
Copywriter: Andrea Gil (Leo Burnett Venezuela)
Production Director: Nivia Cuevas (Leo Burnett Venezuela)
Producer: Elide Peña (Leo Burnett Venezuela)
Producer: Magaly Mayo (Leo Burnett Venezuela)
Media placement: Direct Mail - 150 Units - 10 October 2011
Describe the brief/objective of the direct campaign.
Create the perfect invitation to kickstart the test-drive of the Grand Cherokee 2011 experience without taking our guests, the journalists, out of their homes.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to give them a kit of sheets as an invitation inspired by the unique elements of La Gran Sabana, National Park: its soil, its vegetation and its rocks, along with a special message just for adventurers: 'Start dreaming: Beneath you a Jeep, above you nothing but the stars.'
Explain why the creative execution was relevant to the product or service.
Being an adventure-based brand, Jeep chose the adventurers' land by choice to test drive their new 2011's Grand Cherokee, where everything was not only about driving, but camping too - the whole outdoor experience. This invitation created real and enthusiastic expectations about the event starting at home and being able to re-live it afterwards.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This year, the Journalists' RSVPs outgrew last year's by 40%. Making this event the most successful Jeep Grand Cherokee-launching test drive so far. The media coverage resulted in $1,216,000 return of investment.