MY JEEP STORY - ALSISAR

TitleMY JEEP STORY - ALSISAR
BrandJEEP INDIA
Product / ServiceJEEP
CategoryD03. Webisodes / Series
EntrantDIGITAS Mumbai, INDIA
Idea Creation DIGITAS Mumbai, INDIA
Production DIGITAS Mumbai, INDIA

Credits

Name Company Position
Bharatesh Salian Digitas India Senior Vice President - West, Account Management
Ofira Ashtamker Digitas India Client Services Director
Rhia Merchant Digitas India Associate – Account Management
Vinay Jaiswal Digitas India Senior Account Manager
Meeta Sachdeva Digitas India Associate - Account Management
Shorrya Tripathi Digitas India Associate - Account Management
Mark Mcdonald Digitas India Executive Vice President and Head of Creative
Gaurav Kashalkar Digitas India Senior Creative Director
Ankit Mathur Digitas India Creative Lead
Smit Hindocha Digitas India Copywriter
Vidhisha Patil Digitas India Copywriter
Sanjay Rajpurohit Digitas India Senior Designer
Prateek Gurbani Digitas India Associate Designer
Ramana Charan Digitas India Senior Strategist
Jimmy Koli Digitas India Creative Director
Manish Korvi Digitas India Senior Art Director
Kapil Pandey Digitas India Lead - Project Manager
Chandraprakash Yadav Digitas India Senior Associate-Project Manager

Background

The best thing that could happen to a brand is to become synonymous with its category. For over 75 years, Jeep had achieved just that at a global level. Its high-performance machines had established the brand as the ultimate off-roader. Indians as a people aren't adventurous. Instead, they're value-conscious. So, when Jeep entered India, it's reputation as an extreme off-roader ended up alienating those who were looking for more than "adventure" from their SUVs. Taking on this challenge, we decided to make Jeep more inclusive, more relatable, and have a strong narrative in the Indian context by showcasing a side of the Jeep way of life that goes beyond the usual "codes of adventure." There was more to Jeep than mountains and wandering. And this is where we decided to break away from our 75-year long image.

Describe the creative idea

When Jeep entered India, it was an American dream. Aspirational but not relatable. So, we used the one format that never goes out fashion on social media – storytelling to fix the problem. The campaign, My Jeep story refined the kind of SUV that people should aspire to own by exhibiting how a Jeep doesn't just fit into their lifestyle but has the potential to elevate it as well.

Describe the strategy

According to the reports from 'Think With Google', 92% of car buyers research online before they buy, and a large part of the research process was spent consuming long-form video content in the form of test drive videos, digital films, maintenance videos, and vlogs. So, we decided to speak to a few of them who had gone through the same process to bring home a Jeep. Upon speaking to them, we learnt that Jeep meant different things to different people. Every owner had their own story for getting a Jeep. It was only natural for us to turn our attention away from talking about the SUV's greatness, and instead focus on powerful storytelling via long-form videos that would highlight the many unknown sides of Jeep and the joy of owning one.

Describe the execution

This led to the birth of My Jeep Story, a platform where we shared real-life stories about real customers and the unique bond they shared with their Jeep. A bond that went beyond "off-roading", and instead focussed on a different kind of adventure. Ones that Indians from various walks of life could relate to. The film series was co-written with the Jeep owners, shot in their world, recorded in their voice, and even the soundtracks were composed as per their character. Authenticity was key in every frame that was created. The campaign spanned throughout the second half of 2018 to the early months of 2019, capturing tales from every corner of India. In doing so, My Jeep Story captured the Indian context of the Jeep way of life for customers and fans across the nation. Proving once and for all, Jeep isn't just an extreme off-roader, it's a lifestyle.

List the results

The minute the campaign went LIVE, Jeep saw a shift in conversation on its pages. From talking about engines or 4x4 trails, Jeep's social pages were suddenly flooded with stories from customers who wanted to talk about the bond they share with their Jeep. • Total video views: 4.2 million • Video completion rate: 22% (4% higher than the industry benchmark at 18%) • Interactions: 100,000 • Earned Media: INR 8,07,890/- And it didn't end there. • Leads generated on digital – 16,669 • Inquiries generated on digital – 13,465 Jeep is still known as the best in off-roading adventures. But, in the eyes of those who drive it and those who aspire to own it, Jeep has now gone beyond being just another option while buying an SUV, it’s now a lifestyle choice.

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