Why is this work relevant for Direct?

The Jeep iconography experience design project was created to cater the target consumer's need for a thrilling experience the moment they stepped into a Jeep Compass. Giving them a direct and immediate feel of how exciting and adrenaline-pumping the world of Jeep is, this audio-visual trigger evoked an instant connection between the driver and the vehicle and turned those liked the Compass to fall in love with it.

Background

The brief was to generate interest and love for the Jeep Compass among those who came to test-drive it in the showroom and leave them with an experience they would want to be forever indulged in.

Describe the creative idea (30% of vote)

JEEP ICONOGRAPHY is an Experience Design Project to bring alive the iconography of the iconic design of the JEEP front grill and trigger the Test Drive Experience online, on digital screens, on social and mobile platforms. oIIIIIIIo The simplistic design using just lines and circles like the iconic symbol of the Jeep elevated the experience by playing live on the Live Digital Screen inside the Jeep, simulating the heartbeat of the test driver with inspiring sound design, during the test drive of the New 2021 Jeep Compass. An Audio Visual trigger to test drive the Jeep Compass 2021 by experiencing the Iconic Emotion of the Jeep. Feel the Butterflies in the Gut and the Heartbeat of the Driver surrounded by the Roar of the Jeep. Elevating the Iconic Visual Language of Design and elementary Sound Design using Creative Technology.

Describe the strategy (20% of vote)

The target audience was the everyday thrill-seeking urbanites who wanted to get a first-hand experience of the Jeep Compass before owning one. The approach was to captivate the test driver with a never-felt-before experience right inside the vehicle. The audio-visual piece was designed to play on the Live Screen inside the Jeep, simulating the heartbeat of the test driver with inspiring sound design, during the test drive of the All-New 2021 Jeep Compass.

Describe the execution (20% of vote)

The Emotional Trigger to Test Drive the 2021 Jeep Compass was posted on social media channels like Facebook, Instagram, Whatsapp Groups, Car&Bike Websites. The film was also designed to play on the Live Digital Screen inside the Jeep during the test drive - oIIIIIIIo The simplistic design using just lines and circles like the iconic symbol of the Jeep elevated the experience by playing live on the Live Digital Screen inside the Jeep, simulating the heartbeat of the test driver with inspiring sound design, during the test drive of the New 2021 Jeep Compass. The project was implemented online and on the social media pages of Celica, and offline live on the digital display of the Jeep Compass during test drives at the showroom.

List the results (30% of vote)

Test-drivers fell in love with this never-felt-before experience they had inside the Jeep Compass and being familiarized with the exciting world of Jeep became true fans of the vehicle.