Jeep Wrangler Copywriting Campaign

Final Campaign Plans Book Evan LaVigne CAP 315-02 GVSU 12/11/18

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Table of Contents Executive Summary…………………………………………………………………..………3 Situation Analysis……………………………………………………...……………….……….3 Campaign Objective………………………………………………………………………....3 Target Audience……………………………………………………………………………...….4 Campaign Strategy……………………………………………………………………...……5 Creative Tactics……………………………………………………………………………….…..6 Creative Brief……………………………………………..………..………………………..……18 Annotated Bibliography...…………………………..…..……….………………...…21

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Executive Summary This campaign plans book lays out the foundation to execute the objective of increasing sales of the Jeep Wrangler. This will be done through a curation of tactics backed by both primary and secondary research. The plans book is strategized to target the segmented Weekend Warrior target audience to both inform and persuade them of the product benefits, thus increasing sales.

Situation Analysis

Research shows that the Jeep Wrangler is currently positioned in the minds of the target audience as a rugged off-road vehicle with a history-backed brand image. It currently has strong positioning in the market of consumers looking for off-road capability first. However, it is poised to be able to break into a new market to increase sales. Its competitors have a hold on specific areas of the market with features such as truck bed utility or convenience, yet none encompass all areas from capability to luxury as the new Jeep Wranglers.

Campaign Objective To increase Jeep Wrangler sales by 10% in a 12 month period by communicating to the TA that a Jeep Wrangler not only has enough luxury to undertake the mundane daily commute but also the capability for a weekend adventure.

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Target Audience Weekend Warriors ● Young Professionals ● Age: 22-32 ● First “long-term” Vehicle ● Commutes Daily in urban area or city ● Avid explorer & adventurer

Personas Nicholas Nicholas is a 28-year-old young professional living in the Chicago area. He works from 9-5pm as a graphic designer for a large firm in the city. Nic, as his friends refer to him, feels negatively about public transportation and relies on a vehicle to commute into downtown every day. He often enjoys winter camping during the snowy-cold seasons of the midwest and struggles to make it to camp in some of the frequent adverse conditions.

Amber Amber is a 23-year-old recent graduate of the University of Tennessee, Knoxville. She recently landed a job in the outskirts of Knoxville as an accountant. Her commute is a thirty-minute drive from her new apartment. She is in search of a new vehicle that will help her escape and get to her favorite hiking spots in the countryside safely, but also be reliable enough to take to work daily.

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Campaign Strategy The strategy of the campaign is designed to capitalize on the Jeep Wranglers known presence in the minds of the target audience as a rugged off-road vehicle, and supplement that ideal with its new luxury-based interior options that make it convenient enough to become a daily driver.

The One Thing Consumers should believe that the Jeep Wrangler is the best investment for a Weekend Warrior, looking for reliability on the daily commute yet capability on the weekend.

Big Idea “Rugged Capability Meets Daily Convenience”

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Creative Tactics

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Tactic One: Print Print Ad #1: Built Rugged - 4x4

Justification This ad follows the tone of simple copy and bold display of the product that is fluent throughout all of this campaign’s print advertisements. The copy, “Why use two-wheel drive when you have four wheels?”, is an opposition style phrase meant to play off of the words colliding with each other. The copy attracts attention to a dominant feature of the Jeep Wrangler, its 4x4 drivetrain. This usage is intentional to bring a term that research revealed to be already in the minds of the target audience to a Jeep-specific brand name feature.

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Print Ad #2: “Because the commute is important too.”

Justification This print advertisement follows along with the campaign consistency of predominantly placed product, minimal copy, and the Jeep logo in the top left corner. The main copy, “Because the commute is important too.”, is meant to stick with the target audience, while being supported by, “Heritage-inspired design meets modern innovation.” Through research, it was found that the Jeep Wrangler is already considered the top competitor when it comes to off-road capability, yet it isn’t typically associated with comfort, and luxury.

This add displays the interior of the cabin and the innovative technology available to the driver, without distractions from exterior shots or exuberant copy.

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Print Ad #3: “Seize the weekend.”

Justification The final print advertisement of the campaign calls the least attention to a specific product feature, yet emphasizes the key insight of the campaign. The Weekend Warrior wishes to stand out of the crowd and utilize their free time to take adventures and make new experiences. This advertisement uses the simple copy as a “wake-up call” for consumers. It intends to have the consumer envision themselves exploring inside of a Jeep Wrangler without being too specific with what the adventure is, which appeals to a larger audience.

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Tactic #2: Radio Script

Intro(SFX)​: Begin with the fading in of an audio track of a downtown office. People shout and converse as their office gets louder and louder.

Narrator​: “Maybe you love your job, maybe you don’t, but we both know that around the end of day Friday this is the last place you want to be. So be bold, be rugged.

Picture that perfect camping spot or that scenic overview where you will watch the sunset with someone you love.”

SFX​: Sounds of the woods and two people hiking down a path start playing midway through the narrator’s speech.

Narrator​: “When you need the capability to get to that remote spot that's just right, pick the vehicle that doesn’t compromise.”

SFX​: The noise of a Jeep Wrangler starting up and crawling over gravel plays in the background.

Narrator​: “Its the vehicle that will get you out to where you need to be, all while enjoying the journey with either the roof on or off in order to experience the adventure.”

SFX​: During the previous lines by the narrator the sound will be contrasting between light music and the sound of air conditioning while the top is on, and the same sound as the nature scenes before when the narrator mentions the top being off.

Male Voice​: “Its what gets me to my weekend camping sites in the same comfort as my office.”

Female Voice​: “To get to the hiking trails that I need to be at, I need the clearance that only my Wrangler can provide.”

Narrator​: “For the weekend warrior who works to make their adventure happen, the only choice is the rugged and dependable Jeep Wrangler. Learn more at jeepwrangler.com” (Ends)

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Radio Script Tactic Justification The idea of this radio tactic closely resembles the tv script and storyboard that I have previously created for my campaign. The ad utilizes multiple voices and sound effects that will help to connect with the various audience members. In particular, the sound effects work to add contrast to the emotions that consumers will experience and imagine in their head.

The beggining is a few seconds of general office noise with no dialogue which is meant to draw the target audience in as they are familiar with this setting. The dialogue follows the creative brief by targeting sounds and ideas that will agree with the Weekend Warriors segment including hiking and camping while being able to keep a level of convenience inside the cab. The advertisement ends with a CTA to bring leads to the website to learn more.

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Tactic #3: TV Commercial

1: Scene starts with an office desk view at 5:00 pm.

“This is your view now, at the end of the 9-5 work week.” S ​ ounds of office play in the background.

00:00:05

2: Scene quickly swaps to desired outdoor mountain view.​ “This is what you want your weekend view to be.”

Sounds of nature in the background.

00:00:10

4: Scene shifts to the interior of the old traditional off-road vehicle. A scene meant to distract from the traditional conceived notion of a 4x4 vehicle. “​ But you don’t have to leave all the convenience and comfort of your desk.” ​00:00:25

3: Scene pans to the tough path needed to get to the desired view.

“To get views like this, you need the capability of a Wrangler.”

Sounds of nature and Jeep Wrangler in the background..

00:00:20

5: Scene morphs into the brand new interior of a Jeep Wrangler JL. “Heated seats, an 8.4” Apple Carplay enabled radio, and enough USB ports to keep up with your modern lifestyle, all in the brand new Wrangler JL” ​Sound goes silent.

00:00:30

7: Scene reveals shot of inside the cabin without a roof on. “Or you want to experience the adventure.”

First-time nature sound is heard inside the cabin. 00:00:40

6: Scene shifts back to outdoor trekking through woods. ​“So whether you want to power through the elements in the luxury of your Wrangler’s cabin.”

00:00:35

8: Scene flys back into the original view from the top of the mountain.

“Pick the truck that is going to get you here.”​ Calming nature sounds in the background. 00:00:50

9: Scene flashes back to the first scene.​ “So what story will you have to tell on Monday?” 0 ​ 0:00:60

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TV Commercial Tactic Justification

This storyboard maps out the path for a Jeep Wrangler JL commercial that is targeted at the Weekend Warrior segment. The entire commercial follows the theme of being in the first-person point of view of this target audience. The video is meant to tempt the TA to go out and explore, go for that weekend adventure they have wanted to do for a while, and to do it easily and in the comfort of a Jeep Wrangler. All while circling back to the final scene, to give the impression that the adventure happened over the weekend.

The video plays heavily on the ideas of sound throughout the many changes of location. When the camera is inside of the Wrangler the sound is muted to show off the luxury aspects of convenience and comfort. However, when the camera is outside of the Jeep sounds of nature, the Jeep Wrangler engine, and other outdoor, off-roading noises play into the audio experience.

This audio is justified and specifically used to create tension between visual and audio. Using contrasting sounds is important to create tension and drive the narrative of the commercial. I also used the points about making the video move.

People love to be visually stimulated and I intentionally made sure nothing on the screen would last for much more than ten seconds. Thus creating a more action-packed environment to match up with the target audience.

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Tactic #4: Interactive Interactive Jeep Wrangler JL Off-Road Experience

My Jeep Wrangler campaign is surrounded by the campaign promise that the Wrangler is the most capable vehicle for on and off-road driving. This interactive tactic works to fulfill on the off-road side of the commitment by utilizing a digital platform used heavily by the target audience to let the user simulate the experience they would get taking a Jeep on the trails.

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Interactive Tactic Justification The interactive tactic would be placed on Youtube and feature a video that is a combination of a simulated drive, similar to dash cam videos of roller coasters used to market new rides, and a choose your own adventure style game. After starting the video the Wrangler would start driving on an off-road course showcasing its ability, however when it comes to a turn or an obstacle that requires input the user is prompted to click an arrow to dictate what happens next. Every situation is pre-filmed to allow the user to create their own experience and ultimately give the consumer a taste of what their weekend could look like in a Jeep Wrangler.

This video would also be placed as a display ad on the Google Ads network to show up as a 30-second ad on relatable YouTube content, such as off-road builds and Jeep fan accounts. The interactive experience would allow for a limited usage of the video which would eventually direct the user to finish the experience on the Jeep website to promote the conversion of the lead.

Spec Copy “The Jeep Wrangler JL is the most capable vehicle for your next weekend adventure.

Skeptical? Test drive the newest 2018 model that comes equipped with an 8” infotainment screen and heated seats to witness its capability right now!”

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Tactic #5: Out-Of-Home

Jeep Wrangler Billboard Campaign

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Billboard Campaign Tactic Justification

My Jeep Wrangler Campaign will feature an out of home tactic executed through the use of billboards. The billboard media would specifically be bought on highway routes that are leaving major cities. The billboards would be simplistic yet potent with a sample image showcasing where they would rather be driving too on the weekend compared to what they may be actually driving too on that given day. This would be coupled with minimal copy and a CTA.

This tactic would be placed to get maximum exposure for the target audience when they finish their workday and are headed home, enticing them to want to buy their way into the Jeep lifestyle. A spec example can be found below.

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The Creative Brief The Product Jeep Wrangler The Wrangler is Jeep’s signature vehicle. An off-road focused SUV that has heritage from the original Jeep military vehicle.

Key Insight Weekend Warriors want a vehicle that stands out from the crowd and allows them to utilize their free time for exploration.

Advertising Problem Consumers are not confident in their vehicle’s capability versus luxury, making it hard to determine if it is a wise investment for their future.

Advertising Objective To increase Jeep Wrangler sales by 10% in a 12 month period by communicating to the TA that a Jeep Wrangler not only has enough luxury to undertake the mundane daily commute but also the capability for a weekend adventure.

Target Audience The target audience of this campaign is nicknamed, “Weekend Warriors.” This group comprises of young professionals, and recent graduates roughly in the 22 to 32-year-old age range, who are looking to invest in their first long-term vehicle.

Key Consumer Benefit The Jeep Wrangler has the capability and luxury to traverse any driving condition, fulfilling the Weekend Warrior’s need for free-time exploration and daily commute.

Primary Competitors Toyota 4Runner - The Toyota 4Runner is a popular SUV that balances the ability to carry multiple passengers with off-road features such as a 4x4 drivetrain. However, the 4Runner doesn’t possess the same off-road capability thanks to the Wranglers superior clearance, roll cage, and unique 4x4 drivetrain system.

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Chevy Colorado - The Chevy Colorado is a compact truck that offers a high-level of off-road capability. However, the truck has worse seating capacity and approach/departure angles due to the bed of the truck.

Current Positions The Jeep Wrangler is positioned in the minds of the TA as a rugged off-road vehicle.

Optimal Position The Jeep Wrangler should be positioned in the minds of the TA as the best investment for the daily commute and the adventurous weekend.

The One Thing Consumers should believe that the Jeep Wrangler is the best investment for a Weekend Warrior, looking for reliability on the daily commute yet capability on the weekend.

Support Consumers should believe this because the Jeep Wrangler provides features for both “off-road” adventures and luxury interior packages for the daily commute.

Brand Promise The Jeep Wrangler is the most capable vehicle for on and off-road driving.

Brand Image The Jeep Wrangler is a rugged, reliable, and capable vehicle that stays true to its heritage.

Big Idea “Rugged Capability Meets Daily Convenience”

Tone of Message Confident, Proud, and true to the brand’s history.

Voice Rugged, Experienced, Poised, yet Relatable.

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Annotated Bibliography Secondary Research The Product 2018 Jeep Wrangler Review: An Off-Road Classic Reborn Consumer Reports

Citation​: Consumer Reports. (2018, May 03) 2 ​ 018 Jeep Wrangler Review: An Off-Road Classic Reborn. ​Retrieved from https://www.consumerreports.org/suvs/2018-jeep-wrangler-review-an-off-road -classic-reborn/

Keywords: ​Classic, Wrangler, V6, Jeep

Summary: This article is a vehicle review of the 2018 Jeep Wrangler, it reviews the improvements made over the last years model, and some of the features and disadvantages the Wrangler possesses.

Bullet Points: ● Strong off-road ability ● 285-hp 3.6-liter V6 engine ● Heated steering wheel and seats ● Removable doors, body-on-frame construction, solid axles, a roll cage, lots of ground clearance

Application to Project: This article reviews both the highs and the lows of the new Jeep Wrangler. The 2018 model continues to utilize the ground clearance and full-time 4x4 features that Wrangler enthusiasts love while including newer luxuries on the inside of the vehicle. This article is a great resource of knowledge of the product.

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2018 Jeep Wrangler is a rough rider, on and off the pavement Charles Fleming

Citation​: Fleming, C. (2018, March 02) 2018 J ​ eep Wrangler is a rough rider, on and off the pavement. ​Retrieved from http://www.latimes.com/business/autos/la-fi-hy-2018-jeep-wrangler-review -20180303-story.html

Keywords: ​Wrangler, Jeep, Rugged, Authenticity

Summary: This article is a review of the 2018 Jeep Wrangler it chronicles the features and gives background on what kind of vehicle it is in paragraph form.

Bullet Points: ● fold-down windshield, removable doors, and top and full roll cage ● skid plates protecting the fuel tank ● transmission and transfer case, a special toolkit, ● electronic roll mitigation, traction control ● stability control, and a tire pressure monitoring system ● Torque: 260 pound-feet

Application to Project: This article is a review that goes beyond just the simple specs of the vehicle to really detail what it is like driving the Jeep product and what ownership entails. It does a great job really describing the product and is useful as product research for a campaign.

The Consumer How Millennials’ buying habits change the auto industry Pero Krpan

Citation​: Krpan, P. (2018, April 24) ​How Millennials’ buying habits change the auto industry.

Retrieved from ​https://www.advantagetec.com/2018/04/millennials-buying-habits/

Keywords: ​Millennial, Auto Industry, Unique Experiences

Summary:

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This article reports on what the millennial age group looks for and wants when buying a vehicle.

Bullet Points: ● 33% of young car buyers want their vehicle to stand out from the crowd, compared with 20% of car buyers of all ages ● 19% of young car buyers say that others can tell a lot about them by their choice of vehicle, compared with 10% of car buyers of all ages ● an MTV study found that they drive 72% more than Baby Boomers and 18% more than Gen X

Application to Project: The millennial age group, (which currently sits around 23-35 years old), is a large part of the current generation of car buyers. They also fit into the target audience of my campaign. This article does a great job of listing what millennials are looking for in a vehicle and backs up those wants with great statistical figures on wanting the vehicle to reflect their own values, what they want their peers to think of socially.

After further review, Millennials like cars after all Greg Migliore

Citation​: Migliore, G. (2015, January 27) ​After further review, Millennials like cars after all.

Retrieved from https://www.autoblog.com/2015/01/27/millennials-like-cars-after-all-mtv-study/

Keywords: ​Millennial, dealership, road trip, exploration

Summary: This article reveals data from the study that shows millennials are driving a lot, and in ways that are contrary to the rest of the car buying age demographics.

Bullet Points: ● Millennials drive an average of 934 miles per month,​ which is more than Baby Boomers (544 miles) and Generation X (790 miles) ● Millennials are more likely to use their free time for road trips and exploration after work and on weekends ● 87 percent of Millennials enjoy customizing their possessions and experiences and three in four said it's important that their car reflect their personalities

Application to Project:

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This article uses a bunch of data to go into depth about how millennials are buying cars and what they are buying them for. It relates highly to the campaign at hand due to the TA’s needs for weekend exploration. The article talks specifically how studies show they are more likely to use their free time on weekends to go explore.

The Marketplace

Top New Adventure Vehicles for 2019 Bryon Dorr

Citation​: Dorr, B. (2018, January 18) ​Top New Adventure Vehicles for 2019. R ​ etrieved from https://gearjunkie.com/top-adventure-trucks-4x4-cars-2018

Keywords: ​Adventure Vehicles, 2019, North American Auto Show

Summary: This article lists the top brand new off-road vehicles that were announced for 2019 at the North American Auto Show.

Bullet Points: ● 2019 Subaru Ascent ● 2019 Mercedes G-Class ● 2019 Ford Ranger ● 2019 Chevy Silverado

Application to Project: This article is extremely valuable to the project. When marketing a product it is important to understand the competition to be able to communicate the valuable assets that your product has over the competition. In 2019 there are brand new vehicles that compete in this market segment according to this article.

The rise of burly high-performance and off-road SUVs and trucks Robert Ferris

Citation​: Ferris, R. (2018, April 21) T ​ he rise of burly high-performance and off-road SUVs and trucks. ​Retrieved from https://www.cnbc.com/2018/04/21/the-rise-of-burly-high-performance -and-off-road-suvs-and-trucks.html

Keywords: ​Burly, Off-road, the rise of off-road

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Summary: This article talks about the rise of off-road vehicles and SUV’s in America and demand customers have for vehicles like F150 raptors and Wranglers.

Bullet Points: ● As consumer tastes shift further toward SUVs and trucks, companies are diversifying their lineups with off-roaders and fast high-performance trucks and SUVs. ● Consumers are attracted to the "livability" of these vehicles, compared with sports cars and off-roaders of the past. ● In a relatively strong economy with low gas prices, customers are willing to shell out more cash for an off-road vehicle they may only rarely take off-road, if ever.

Application to Project: This article demonstrates the economics of the SUV/Truck/off-road market in the US and its increasing strength. In order to sell a 4x4 vehicle, it is important to recognize what tactics to use to speak to a customer. This article gives a great background on the rising sales of Wranglers and other SUVs.

Primary Research Online Survey - Survey Monkey -

My primary research was conducted in a survey taken by eight individuals.

Each individual was connected to the target audience age range either directly, or as an individual who will enter the target audience age range within three years. The survey was ten questions long with prompts that inquired about the product and the marketplace, along with revealing factors about the target audience.

Insights Gained: ● 80% of the time the Jeep Wrangler was chosen as having the most off-road capability amongst a field of its competitors. ● Responders were indifferent about the need of 4x4 to go exploring. ● Responders had mixed levels of confidence with winter driving, yet all responded with 4x4 being a benefit in the snow. ● All responders agreed they would be more likely to go on weekend adventures if they owned a Jeep Wrangler. ● When prompted to write about a Jeep Wrangler,​ 60% used the term rugged​.