Release The Renegade
Role: Lead Interactive Creative / Concept
Jeep
A brand new Renegade dropped into the wild. Come & get it.
CHALLENGE:
Come up with an idea to launch the brand new Jeep Renegade model in Germany.
IDEA:
We created the ultimate of adventures and brought Jeep fans along for the ride. We took a brand new Jeep Renegade from Frankfurt and dropped it off deep into carpathian mountains of Romania and left the keys in the ignition. We then simply invited Jeep fans to come and take it through a social activation.
Watch the campaign film.
A hub for the adventure.
We created an interactive landing page that provided all the information for the new Jeep Renegade as well as all the latest social content to help find where it was located. The campaign landing page served as our core lead generation tool. Over 50000 leads were generated through the landing page.
Activating the audience.
We used a diverse tool box of social assets to engage with Jeep fans 4 weeks before we officially released the geocoordinates. We gave tips and tricks to survive in the wild and provided clues to the location of the Renegade. We even created a twitter account for the vehicle that wrote tweats in morse code. The social content was essential to follow to get as close as possible to have a chance of releasing the Renegade.
Releasing The Geocoordinates With Red Bull
The Winners & Their New Renegade
Results:
51345
leads generated.
523
Jeep Renegades pre-sold.
€280 K
in earned media.
Awarded:
Credits: Client: Maren Dragon, Parasol Island Owners: Sebastian Druschel, Charles Bals, Philip Hansen, Moritz von Schrötter, Lead Interactive Creative: Andy Wyeth, Andrew Morgen, Copy: Andy Wyeth, Design: Joern Beyer, Account: Thomas Estenfeld, Production: Vanesa Tomm, Director: Cristian Straub, DOP: Dennis Guth
Selected Works
