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Jeep Renegade Campaign Presentation


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Jeep Renegade Campaign Presentation

  1. 1. Jeep® Renegade TEAM SUMMIT
  2. 2. Jalen Mosby (Account Executive) Brenda Cortes (Art Director) Derek Somogye (Copywriter) Joanna Miner (PR/Social Media)
  3. 3. We want the Jeep® Renegade in all its forms to be what millennials want to drive. We want the target to know that as they go on adventures and utilize the car’s features, this Jeep® is more than just a car, but is also a loyal companion and friend which makes it second to none. Communication Objective
  4. 4. Industry Trends The Jeep® Renegade is an Italian subcompact sport utility vehicle built and distributed under the Fiat Chrysler Automobiles merger. For the Jeep® market, the new addition of the Jeep® Renegade led to a nearly 159 percent sales increase and a double in market share from 0.3 to 0.6 percent. (PR Newswire) The subcompact SUV will continue to grow in popularity. The category owns approximately 11 percent of the U.S. car market. Millennials are typically not concerned about all the big features that come with larger SUV’s.
  5. 5. Points of Differentiation The Jeep® Renegade is the most lightweight, efficient and eco-friendly subcompact SUV on the market. The Jeep® Renegade sports many traditional Jeep® features that other brands fail to even recognize in their own models in a meaningful way. The My Sky™ dual panel roof can be fully closed, slightly retracted or totally removed. The panels are easily stored in the rear cargo area. The Renegade’s UConnect® hands-free calling system as well as its Selec- Terrain® control option give the driver simple yet specific solutions to overcome various internal and external obstacles. (Jeep Renegade)
  6. 6. The Technology Main Idea: The Jeep® Renegade is a loyal friend and companion that will be with you throughout life as you explore new heights and cross new roads.
  7. 7. Men and women ages 18-34. Both city dwellers and suburbanites. The ideal buyer of the Jeep® Renegade is a fun, outdoor loving person who enjoys falling off the grid and being one with nature. Our target audience makes $50,000 or more a year, and is most likely not married. If they are, they are new to the family lifestyle and are fun and active. Target Audience Step 3
  8. 8. The Jeep® Renegade Trailhawk is rated the best in class 4X4 capability, earning its Trail Rated® badge. The car contains little design embellishments Jeep® calls “Easter eggs” inside and outside the car. The Renegade Trailhawk starts at a price of $26,990, just below the base price for a four door Wrangler. The Renegade is the newest model in the category of B-segment SUV’s. With its My Sky™ roof, the Renegade was named one of Ward’s 10 Best Interiors in 2015. ConsumerSupportingSupporting Facts
  9. 9. Logo + Guidelines Standards
  10. 10. NEVER TRAVEL ALONE. @RenegadeSummit Social Media Slogan
  11. 11. Print Ad Print Ad
  12. 12. Body Copy
  13. 13. Out of Home
  14. 14. 2016 Tough Mudder Races Jeep®Renegade and Tough Mudder #NeverRaceAlone The Jeep® Renegade Brand kicked off it’s 2016 partnership with Tough Mudder on Nov. 13 at the “World’s Toughest Mudder” event at Lake Las Vegas in Henderson, Nev. The team or individual who wins each race will have the opportunity to test drive a Jeep® Renegade, and will be entered into a drawing to be held after the last race of the season to win their very own Jeep® Renegade Sport. At Tough Mudder Events in 2016, participants and spectators will view live demonstrations by professional drivers.
  15. 15. April 2016 April 16: Los Angeles April 30: Arizona May 2016 May 7: Atlanta May 7 & 8: Ohio May 21: Chicago May 21 & 22: Central Texas May 21 & 22: Philly June 2016 June 11 & 12: Kentucky June 11: Virginia June 18 & 19: Whistler June 18 & 19: New England October 2016 October 1 & 2: Wisconsin October 15 & 16: SoCal October 29 & 30: Las Vegas September 2016 September 10 & 11: Toronto September 10 & 11: Pittsburgh September 10 & 11: Colorado September 17 & 18: Michigan September 24 & 25: Seattle November 2016 November 12 & 13: Nevada World’s Toughest Mudder 2016 Tough Mudder Race Schedule
  16. 16. 2016 Tough Mudder RacesSocial Media Tie-In The winners of each race will be flown to Las Vegas to participate in the World’s Toughest Mudder event, and the winner of the drawing to win a Jeep® Renegade will be announced live at the conclusion of the event via both Twitter and Instagram. Participants will be encouraged to tag @renegadesummit in their race photos and tweets. The posts will be live-streamed on large screens throughout the event.
  17. 17. TV