Advertising Campaigns: Jeep Compass Media Buy Has a Significant Hispanic Element
2007 Jeep Compass -- a new type of Jeep vehicle for non-traditional Jeep buyers -- will introduce the Compass in an integrated marketing campaign starting this month. The campaign aims to tell the Jeep story to younger consumers who may not have previously considered the brand.
Print advertising includes four-page magazine inserts, two-page spreads and single-page ads and will include Hispanic publications such as People en Espanol and Latina Style.
Jeep will also buy interactive media in lifestyle wesites targeting Spanish-language audiences like Batanga and the websites of Telemundo/Yahoo and Univision.com.
"The Jeep Compass will attract younger buyers to the Jeep brand and is seen as modern, upscale, urban and attractive by general market, African American, Hispanic and Asian American consumers alike," said John Plecha, Director - Jeep Marketing and Global Communications. "Smart, clever, effective and integrated communications are critical to reaching this audience and making the Jeep Compass a success."
Typical Jeep Compass owners are expected to be between 22-30 years old, single, college educated and live in a "downtown" area of a big city. They are fun, open, carefree individuals with an adventurous mindset who like to get away to recharge and reconnect with friends.
To reach this audience, Jeep created a "bobblehead world" of characters representing a cross-section of typical Compass buyers. Their world is centered around the Jeep Compass, and the ads establish it as a fun, hip and youthful vehicle that keeps life moving in style through the city.
The integrated campaign includes television, print, radio, interactive,customer relationship marketing, events and "out-of-home" marketing components.
General market magazine ads will include as Rolling Stone, Vibe, Elle, In Style, Entertainment Weekly, Marie Claire, Sports Illustrated, Shape and Motor Trend.
Four 30-second television spots featuring bobblehead characters bouncing to Hip Hop pioneer KRS-One's track, "Steady Bounce," begin July 31 on network, cable and online media outlets. These include target-appropriate programs on networks such as FOX, CW, UPN, ESPN, E!, MTV, Telemundo, Univision and the new AOL Action Sports Network Lat34.com.
Out-of-home media will reach this active, younger audience through outdoor billboards, bus shelter advertising, painted walls, building wraps and buzz marketing at beaches and clubs.
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