Jeep targets snowed-in consumers with latest campaign

Jeep: rolls out cold-weather-themed ads in run-up to Christmas
Jeep: rolls out cold-weather-themed ads in run-up to Christmas

Jeep is launching its biggest UK marketing campaign of the year to target drivers frustrated by the cold weather.

The print and digital ads, running until 22 December, promote the Chrysler-owned SUV marque’s Compact Jeep Patriot. Print executions play on the poor weather, carrying the line: "Oh hello snow: I’d been hoping you’d stop by’.

A digital push, by contextual advertising agency Vibrant, will target consumers with messages dependent on the weather in their area. Other lines used in the campaign include: "Downpour: You are the most perfect driving condition", and "Bad weather: Come out, come out, wherever you are".

Naveen Dayal, marketing communications manager at Chrysler Jeep, said: "Our overall campaign is about a brand truth that Jeep drivers are happy drivers come rain or shine. The tone of our advertising is therefore fun and tongue-in-cheek."

Above-the-line ads were created by Leo Burnett, which picked up the UK ad account for Chryslers brands – including Jeep and Dodge – in March.

Jeep is owned by Chrysler Group LLC, following a merger of Chrysler and Fiat in 2009. The group is nearly 10%-owned by the US government, after Chrysler had filed for Chapter 11 bankruptcy last year.

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