Title	CARABINER
Brand	CJSC CHRYSLER RUS
Product/Service	JEEP
Category	C02. CARS & AUTOMOTIVE SERVICES
Entrant Company	LEO BURNETT MOSCOW, RUSSIA
Advertising Agency	LEO BURNETT MOSCOW, RUSSIA
Production Company	DTV-MA PRODUCTION HOUSE Moscow, RUSSIA

Name	Company	Position
Mikhail Kudashkin	Leo Burnett Moscow	Executive Creative Director
Alexander Ovsyankin	Leo Burnett Moscow	Associate Creative Director
Max Kitaev	Leo Burnett Moscow	Senior Art Director
Ekaterina Georgievskaya	Leo Burnett Moscow	Group Account Director
Ksenia Samoylova	Leo Burnett Moscow	Senior Account Manager
Vasiliy Chistyakov	Leo Burnett Moscow	Producer
Anna Flankina	Leo Burnett Moscow	Producer
Julia Manko	Leo Burnett Moscow	Pr Director

The Brief

The brief was to draw potential customers to Jeep®Territory - a recently built offroad test-drive zone. The carabiner campaign was proposed as an inventive addition to the traditional media used in this communication.

Creative Execution

The idea was based on the carabiner as an adventurers’ signature tool that was remodeled in the shape of a Jeep to tie the brand with extreme and advanced travelling. We ran this promo campaign in travel gear stores assuming that we're more likely to get in touch there with our target audience and to draw them to Jeep®Territory.

Describe the creative solution to the brief/objective.

We created 10 000 alpinist carabiners to distribute them at travel gear stores for a purchase over $100 during one month. However, only within the first week of the campaign around 5 000 carabiners were handed out. Mostly the campaign aimed to men, ages 28-50. By implementing this criterion, we managed to draw attention of people who are likely to share Jeep brand values. Results of our campaign prove the relevance of chosen target group: the response rate exceeded the planned 10% and turned out to be 18%.

Results

We handed out about 5000 carabiners during the first week of the promotion. 952 of them brought customers to the test-drive during the following month and we still have reports of new customers bringing our cards to JeepTerritory. Most of the shops loyal clientele was made aware of this advertising campaign.