digital moves

Come Rain or Shine, and Especially Bad Weather: Jeep Drives Innovation

Posted by Sheila Shayon on December 7, 2010 02:00 PM

It’s snowy and chilly in Europe right now, and Vibrant Media is capitalizing on it with a new in-text campaign for the Compact Jeep Patriot.

Using a real-time API weather feed linked to a user's IP address, the campaign targets drivers who are reading up on the tempestuous UK weather.

A contextual ad specialist, Vibrant’s use of local textual targeting with this campaign is a global first.

To see how it works, click on the underlined "bad weather" hyperlink in this sample article. Three variations can be served up depending on local conditions.

For snow: "Oh Hello Snow: I’d been hoping you’d stop by"; for rainy conditions: "Downpour: You are the most perfect driving condition." And if the weather is actually fine or sunny, a teaser call: "Bad Weather: Come out, come out, wherever you are."

“Our overall campaign is about a brand truth that Jeep drivers are happy drivers come rain or shine, the worse the weather is the better though – because they can take advantage of the 4x4 performance of the Jeep in any type of driving conditions,” says Naveen Dayal, Marketing Communications Manager of Chrysler Jeep.



George Davis United States says:

Good for Jeep, this is a brilliant idea and great for their brand.

The weather in Britain has been appalling and they’re having another bad winter. As the past owner of two jeeps I can attest to their ability in those conditions. It’s a good car for Britain too; capable, economical and requiring minimum maintenance. Change the oil and the other thing in the service manual and they run forever.

I remember seeing Cherokee’s just like mine driving around London 10 years ago and thinking how cool that was. I’ve always lusted after a Land Rover but I’d never spend that kind of $$ and probably will end up getting another Jeep or a new Durango to replace the one I have now. On top of their other attributes, they’re quote posh on the inside now too.

If I lived in England now I'd have a Jeep and + an old Jaguar convertible to drive on sunny summer days as I do now.

December 8, 2010 07:06 AM #

S.Shayon United States says:

Thanks for your comment - and the personal Jeep testimonial.
S. Shayon

December 8, 2010 09:34 AM #

Comments are closed

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