| Title | BEAUTY IN DIRT |
| Brand | FCA RUS |
| Product/Service | JEEP TERRITORY - TEST DRIVE AREA |
| Category |
F02. Low Budget Campaign |
|
Entrant
|
LEO BURNETT MOSCOW, RUSSIA
|
|
Idea Creation
|
LEO BURNETT MOSCOW, RUSSIA
|
|
Production
|
FIBR FILM PRODUCTION Moscow, RUSSIA
|
Credits
| Mikhail Kudashkin |
Leo Burnett Moscow |
Executive Creative Director |
| Evgeniy Tonev |
Leo Burnett Moscow |
Creative Director |
| Alexandr Chumachenko |
Leo Burnett Moscow |
Art director |
| Ilya Starkov |
Leo Burnett Moscow |
Copywriter |
| Ekaterina Georgievskaya |
Leo Burnett Moscow |
Group account director |
| Oksana Severin |
Leo Burnett Moscow |
Head of TV production department |
| Irina Kartina |
Leo Burnett Moscow |
Senior corporate communication manager |
| Ksenia Sharapova |
Leo Burnett Moscow |
Junior corporate communication manager |
The Campaign
Many cars (and their drivers) hate dirt. But some cars (and their drivers) see it differently. We make experiment transforming their dirty car windows into breathtaking landscapes seen during off-road drives.
The Brief
overall budget 855 euro (50 euro – on printing materials, 405 euro – media spend, 400 euro – artist salary)
Creative Execution
We create a real experience for potential consumers in front of local hypermarket at parking.
After drivers leave their cars our team create beautifully crafted graphics on the dust and leave a short message inviting to the Jeep Territory.
The campaign started offline with experiment and made a huge buzz online with the film.
Results
- overall budget 855 euro
- only 64 offline interactions lead to 236 000 full video views on social media
- 50 000000 people online impressions with only 405 euros spend on media
- 30% more test drive bookings to the Jeep Territory
Jeep has its own test drive area in Moscow called the Jeep Territory. It allows drivers to discover off-road capabilities of Jeep and improve their driving skills supported by professional instructors. To create awareness, a campaign was needed.
Instead of asking drivers to book a test drive on the Jeep Territory, we transformed their cars at parking into communication tools when they went shopping. Thus, every car became a unique invitation to the Jeep Territory.
To make people get the most inspiring off-road drive ever, we decide to follow a clear strategy — with Jeep you can see beauty in dirt. When other brands create SUVs to fight dust and dirt, Jeep creates cars to make drivers enjoy wild nature.