Advertiser: CHRYSLER VENEZUELA
Agency: LEO BURNETT VENEZUELA, LUDO PLAYFUL AGENCY
Category: Corporate Image & Information
Advertising campaign: JEEP TRAVOA TRANSLATOR OF ABORIGINAL VOICES
Account Manager: Marceny Caldeira (Leo Burnett Venezuela)
Account Director: Edith Vega (Leo Burnett Venezuela)
Creative Copywritter: Manuel Fleitas (Leo Burnett Venezuela)
Art Director: René Bustamante (Leo Burnett Venezuela)
General Creative Director: Virgilio Flores (Leo Burnett Venezuela)
Creative Copywritter: Andrea Gil (Leo Burnett Venezuela)
Creative Director: Ali Armas (Leo Burnett Venezuela)
Creative Director: José Miguel Reyes (Ludo Playful Agency)
Art Director: Mariana Ortega (Leo Burnett Venezuela)
Account Director: Mayela García (Arc Venezuela)
Outcome
Travoa is the most commented app in the country. It reached thousands of direct downloads from our minisite in less than a week. 38% of all the downloads were made by other 4x4 brands users. Moreover, Jeep has been named, once again, “Four Wheeler of the Year". Proving that Jeep continues to go where others can't.
Implementation
We detected a problem: Venezuela is a country full of landscapes and unexplored places and it’s home to many different tribes who no one has ever seen or heard of. Adventurers who come across this tribes, usually face communication problems due to language and cultural barriers, this issue applied to users and non-users of the brand as well.
Execution
We introduced a whole new off-road experience. Jeep Travoa: The first aboriginal voices translator in Venezuela. An app designed to overcome the typical communication problems you might encounter in those places. Preloaded with key everyday phrases, Travoa allows us to introduce ourselves, ask what we need to know and understand what they say.Travoa came across as an unique tool for the off-road adventure, being the first aboriginal language translator ever in Venezuela. It sparked a newly-found interest in indigenous tribes and culture among 4x4 users, allowing them to live a more intense and deep experience, proving Jeep to be the the most adventurous brand in the market.
Client Brief Or Objective
Jeep® stands for Off-road adventure in Venezuela. the brand needed to come up with an exciting and memorable user experience that would keep reinforcing this perception for both brand users and non-users throughout the country.The brand asked for an unique and exciting way to own Venezuelan adventure from the user and for the user.