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2012 Wrangler Call of Duty: MW3 Special Edition SUV.
Transcript of 2012 Wrangler Call of Duty: MW3 Special Edition SUV.
Version J320 Ad Campaign & Agency Analysis 2012 Wrangler Call of Duty: MW3 Special Edition SUV Amelia Wilson Ad agency: Globalhue/ Sapient Nitro Campaign 2012 Wrangler Call of Duty:
MW3 Special Edition SUV Consumer Benefits Advertisment Media: Electro luminescent Billboards featured in New York, Los Angeles and Chicago (Largest ever done Simultaneously)
Magazine Ads using three dymension techniques featured in gaming and lifestyle publications
One 60 sec Commercial & two 30 Sec, and exclusive behind the scenes on the website www.Jeep.com
Sweepstakes - the first of this model given away for free, registry via Facebook
Camp Tread- Interactive experience at two gamestop locations in New York & Chicago the night Modern Warfare 3 is released Other Ads 30 second Ad 60 second Ad Ad agency: Stats: Company Objectives: Success Measurment: Target Audience: - Chrysler LLC Jeep division is targeting a new audience with this campaign, expanding Jeep to a customer who may be unfamiliar with the brand. Jeep's AOR = Southfield,
Full-Service Marketing Communications Agency
2008 Capitalized Billings - $820 mil & $839 in 2010
Blue chip clients: Verizon, Subway, Walmart, U.S Census Bureau, U.S Navy, Chrysler LLC, FedEx
Handles total market for Jeep and OneMAin Finacial
Has four full-service, independently owned and operated communications agencies: GlobalHue Africanic; GlobalHue Latino; GlobalHue Asian; and GlobalHue Next.
The nation's largest minority-owned, full-service marketing communications agency dedicated to multicultural consumers. Globalhue
-Named "No. 1 African-American and
No. 4 Hispanic Agency" by Advertising Age Magazine in its 65th Annual Agency Report
-2009, GlobalHue was recognized as the “Multicultural Advertising Agency of the Decade”
by Adweek Creative Approach Used Activision Inspired imagery from Call of Duty for advertisments
The Global campaign is the result of a partnership between Activision and Jeep (the second year the Jeep brand has partnered with Activision on the Call of Duty® franchise) Mike Manley, President and CEO – Jeep Brand. "Our partnership with Activision allows us to expose the Jeep Wrangler to new set of consumers through their extremely popular gaming experience and our latest exciting Wrangler advertising campaign."
To gain the loyalty and awareness of the Jeep brand in a new generation and audience Rational value: Sturdy, reliable vehicle, fairly decent gas mileage.
Offers gamers the alternate reality and high they experience during the game in real life. $10 mil dollar campaign
Creative risk, taken because Chrysler LLC has been investing more and more money in the brand ($265.3 million in 2010, up 71% from 2009 according to Ad Age Data Center research) & according to Automotive News DataCenter, Jeep Wrangler sales were up 28% the first 10 months of 2011 compared to the first 10 in 2012. Unique and innovative Capaign, not seen everyday. Bringing the excitement experienced by gamers outside by providing: A new edition based of the Rubicon model with aggresive new features and Mopar acessories, Call of Duty Graphics & a new 3.6-liter V-6 engine w/ 285 Horsepower ect. Call of Duty content created to further inform and promote the Jeep. Call to action: To fascinate/ tease Gamers with interactions with the product via facebook before it is released for sale and to engage in games that will increase their odds of winning the Sweepstakes for the first Jeep.
New Tagline: The Toughest Vehicle in the World. Any World. Sapient Sapient Nitro Hired by activision to do the digital advertising for MW3 and other games. Involved with the digital advertising for the Jeep/MW3 campaign as well. One of Activision's first digital agency partners with such an extensive global footprint.
Employs around 6500 Purchased Nitro Group
for $50 thousand
& redubbed (a Nasdaq-listed company) Sapient Nitro: “This is more than an advertising campaign, this is a true experience that captures the excitement one feels when playing ‘Call of Duty: Modern Warfare 3 and when driving the all-new 2012 Jeep Wrangler Call of Duty: MW3 Special Edition,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. The Big Idea: before the release date on Nov 8, 2011, the vehicle sold out in pre-order Facebook Interactment: People clicking "like" on Jeeps facebook page and Completing the online registry form for the sweepstakes & playing the interactive games Integrated marketing and technology services firm. Some Clients: The Coca-Cola Company, Foot Locker, Singapore Airlines, Target, Sprint/NextelCorporation & Chrysler Awards for 2012:
1)Cannes Lions International Festival of Creativity (Silver Lion). Category: Cyber Brand: Autotrader
2)D&AD Awards/ Yellow Pencil (won 2 Black pencils). Category: Direct Advertising and Integrated Advertising, For a Queensland tourism ad
3)Epica Award (Silver) Category: Footwear & Personal accessories, Brand: Footlocker
4)Epcia (gold) Category: Retail Services, Brand: Footlocker
5)Media post Award for Most Innovative Use of Digital Platform, for the Digital Out of Home Coca-Cola "Interactive Vending Machine". Awards: Sapient Nitro Globalhue Heightened Brand recognition
Youtube hits (ppl interested/seeking information)
Amount of people to attend advertising events (Camp Tread)
Dependent on economic factors such as the income of the customer relative to the price of the vehicle ($36-$40,000) & interest rates on car loans for the younger audience who have unsecured credit
Demand - Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world - perfect for a global campaign of this proportion & bc millions play the game worldwide
Campaign Believability Creative Risk for Chrysler “This is more than an advertising campaign, this is a true experience that captures the excitement one feels when playing ‘Call of Duty: Modern Warfare 3 and when driving the all-new 2012 Jeep Wrangler Call of Duty: MW3 Special Edition,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC.
The strong endorsement that this vehicle will bring the same type of feeling experienced when playing the game, due largely to Call of Duty graphics, is alittle far fetched and may be unethical. To create a comparable/tangible experience, and to incorpaorate as much of the otherworldlyness of Call of Duty into a out of home product to give the customer that alternate reality/identity on a day to day basis outside the game.
To enhance both brands, Jeep & MW3 The chioce to purchase a vehicle that embodies and represents Call of Duty The possibility to bring some essence of their gamer identity to real life and experience 'real' adventure.
the company and the advertisers seem to have a developed understanding of the emotional value the game has to players and they are attempting to translate that into a semi-reality Ethics This Customer: Is 18-34 and is one of the 7 million people who play the video game Call of Duty every day worldwide Emotionally tied/ invested in the game & may desire the same experience in real life Interested in a dependable, unique yet traditional vehicle