New ads for the all-new 2008 Jeep Liberty have debuted in the past few days with are large push in print, online, and television. Most of the ads highlight the sky-slider roof system and the Liberty's offroad capabilities.
I especially like the tagline at the end of the commercial - instead of "the all-new Jeep Liberty", they put a twist on it with: "the new all Jeep Liberty" - really pushing home the point that this is a 4x4 capable vehicle.
The full press release announcing the new advertising campaign is after the jump.
With a distinct family resemblance, but a personality all its own, the all-new 2008 Jeep Liberty takes center stage in a new advertising campaign that builds on the brand's "Have Fun Out There" tagline and highlights one of the industry's exclusive features, the Sky Slider(TM) roof. The new campaign launches nationally the week of Sept. 23 during the network premieres of "Law & Order SVU," "The Office," "New Amsterdam" and "Desperate Housewives."
Throughout the integrated marketing campaign, the message is simple. The new Jeep Liberty is truly an authentic Jeep, from its classic seven-slot grille and the redesigned exterior, to its legendary off-road capability and new features designed to give owners that extra dose of fun that comes from wanting to bring more of the world into their driving experience.
"The Jeep brand has grown from three vehicles to seven in less than two years, but the DNA that has distinguished the brand for more than 66 years is still evident in the all-new Jeep Liberty," said John Plecha, Director -- Jeep Brand Marketing and Global Communications. "With off-road capability that is uniquely Jeep and new features, like the Sky Slider, which provides that open- air Jeep brand experience, the Liberty gives new meaning to 'Have Fun Out There.'"
The Liberty campaign will consist of traditional advertising on television and in print publications, but will reach beyond those mediums to connect with consumers in more unique ways reflective of their active lifestyle, such as online and events. In fact, the Jeep brand is spending more than a quarter of its media budget for the Liberty launch on interactive in order to broaden its reach.
The interactive elements include homepage ad placements on Yahoo, AOL and MSN, with contextual targeting on Google and Vibrant Media, and Behavioral Targeting on AOL, Google, MSN and Yahoo. Custom videos and content, such as a Virtual Test Drive developed by the editors of Motor Trend and Automobile, will also be used online as well as a video sponsorship of the Onion News Network. Other content integration will be present on TMZ.com and MSN Messenger via a Custom Jeep Liberty Agent.
In addition, the Jeep Liberty will have a large presence on SI.com with a fantasy football sponsorship that also involves a print component. Liberty will also be a charter sponsor of the recently launched Spiral Frog, which offers free music downloads and is supported by advertising. Additional online media for Liberty will run on Evite, TripAdvisor, Fox Sports, Daily Candy, and the health and fitness sections of MSN and AOL.
Going beyond just product placement, ABC's "Men in Trees" will integrate the Jeep Liberty into the show's story line throughout the season, showcasing some of its all-new features, including the Sky Slider roof. As an extension, an on-line sweepstakes will give the winning participant the chance to give a Jeep Liberty to someone in their life.
In addition, the Jeep brand will utilize its commitments in action sports to showcase the all-new Jeep Liberty through vehicle displays and signage at events such as Jeep World of Adventure Sports, Jeep King of the Mountain and ESPN's Winter X Games. It will also be the focus vehicle in both Warren Miller and TGR film tours.
Two 30-second TV ads will build mass awareness for the all-new Jeep Liberty. The first spot to air, "On-Road, Off-Road," highlights the improved on-road driving experience, while reinforcing the legendary off-road capability that can only be found in a Jeep. To bring that duality to life, the spot opens like many other car commercials with a voice over explaining the new interior features of the Jeep Liberty as it drives down a beautiful road. But as the announcer continues, the new Liberty just can't be kept from going off-road, confusing the announcer as it veers back and forth between on- road and off-road.
The second spot, "Pouring In," which will debut on Oct. 3, showcases the new Sky Slider feature which brings the fun inside. The ad opens on a road trip sing-along through the woods. Real woodland creatures -- a couple of birds, a squirrel and a wolf -- join the driver by pouring into the vehicle through the open Sky Slider roof and singing along to Andy Kim's 1974 number one hit "Rock Me Gently."
"Pouring In" will run on programs such as FOX's "Prison Break," "K-ville," and NFL; NBC's "Heroes," "Journeyman," "Medium" and "My Name is Earl;" ABC's "Men in Trees" and college football, including the Army/Navy game of which Jeep is a sponsor; CBS college football and NFL; and ESPN college bowl games.
Both TV spots, which support the "Have Fun Out There" brand positioning and include the brand's URL, will also appear on cable networks such as Bravo, TBS, USA, E!, TLC, Spike, VH1, Comedy Central and Discovery Channel.
Three print executions further reinforce the familiarity of the 2008 Jeep Liberty, while introducing some of the features that make it a stand out in the mid-size SUV segment. "Lug Nuts" focuses on the legendary lineage of the all-new Jeep Liberty; "Cirrus Maximus" highlights the Sky Slider roof that let's the world inside; and "Refined, Naturally" showcases the new interior with all of its creature comforts.
The three ads will begin appearing in the November issues of publications that focus on style, fitness, sportventure and personal escape. These magazines include Backpacker, Best Life, Bicycling, Blueprint, Domino, Entertainment Weekly, ESPN, Freeskier, GQ, Lifetime Fitness's Experience Life, Lucky, Marie Claire, Men's Fitness, Men's Health, Motor Trend's Sport Utility, Truck & Van Buyer's Guide, National Geographic Adventure, Real Simple, Shape, Ski, Skiing, Sports Illustrated and US Weekly.
Online creative will launch on Oct. 1. It includes both an emotionally- driven interactive campaign and a rational product-based campaign. The emotional campaign is aligned with the "Pouring In" TV ad. It will drive consumers to jeep.com/liberty/sessions where the wolf, the squirrel and the bird each sing about their affinity for the unique features of the new Jeep Liberty. Users may download the animals' songs, hear outtake performances and select to send a personalized invitation to their friends. Friends will be greeted by name, and the wolf will introduce them to the campaign site. Users will be able to easily link to jeep.com/liberty for detailed product information.
The new Jeep Liberty Web site launched this summer and features immersive shopping content, including video vignettes, which promote key vehicle features. Since Aug. 1, jeep.com/Liberty has seen more than 500,000 visitors.
In addition, the Jeep Liberty campaign will reach beyond the general market to the African American and Hispanic markets. The African American television and print campaign is called "Tai Chi," which highlights how the Liberty allows the consumer to escape his/her daily pressures and find peace of mind and environment. "Chasing the Sun" is the focus of the Hispanic campaign, which speaks to the consumer's desire to go anywhere and do anything, while working hard to achieve his/her dreams. Television spots will air on BET and Telemundo. Print ads will be featured in publications such as Dub, Rides, Automundo, Black Enterprise, Maxim en Espanol, Ebony, Jet, People in Espanol, ESPN Deportes, Essence, Estylo and Latina.
Cutwater, the San Francisco-based advertising agency that is part of the Omnicom entity, is the creative agency for the Jeep brand. GlobalHue, based in Southfield, Mich., handles multicultural advertising and marekting. BBDO Detroit, located in Troy, Mich., is the brand's agency of record.
About the Jeep Brand
The Jeep brand has expanded to seven nameplates in the 2007 model year, the most available to retail consumers at one time in the brand's 66-year history. With the introduction of the all-new 2008 Jeep Liberty mid-size sport-utility vehicle (SUV), Jeep offers customers the freshest, most capable and widest range of sport-utility vehicles under one brand in the industry.
At the start of 2004, the brand's trio of tough, capable, rugged SUVs included the venerable Jeep Grand Cherokee, Jeep Liberty (Cherokee outside North America) and the icon of the brand, the Jeep Wrangler. In 2005, the Jeep Commander was introduced. In 2006, the redesigned Jeep Wrangler was unveiled. Also debuting in calendar year 2006 were three more all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep Wrangler Unlimited.
About the 2008 Jeep Liberty
Jeep Liberty has remained a leader in the mid-size SUV segment since its introduction in 2002. All-new from the ground up for 2008, the Jeep Liberty remains true to its legendary 4x4 heritage by offering two Jeep Trail Rated(R) four-wheel-drive systems -- Command-Trac(R) and the all-new Selec-Trac(R) II. The Liberty's exterior has been redesigned, and takes on a more rugged, classic Jeep look. Making its world debut is the new Sky Slider(TM) full- length open canvas roof, an industry-exclusive -- giving the Liberty that "Have Fun Out There" open-air Jeep brand experience. The starting Manufacturer's Suggested Retail Price of the all-new 2008 Jeep Liberty is $20,990, including destination charge.