Jeep Taking Over Times Square on Thanksgiving Day

Date 2009/11/26 10:21:58 | Topic: Sales

As millions of people travel to New York to celebrate the start of the holiday season, Jeep will take over the city's famous Times Square on Thanksgiving Day with videos on the electronic billboards on the NASDAQ and Reuters buildings at 43rd Street and Broadway and 43rd Street and 7th Avenue, respectively.

The videos will build on the new Jeep campaign that launched in October with a new tagline: "i live. i ride. i am. Jeep." The campaign communicates the Jeep brand's unique lifestyle and re-establishes one of the most recognizable brand names in the world with a new look, feel and attitude.
"New York City on Thanksgiving Day provides a tremendous opportunity to communicate the unique Jeep spirit of freedom and adventure to a broad and diverse audience," said Mike Manley, President and CEO - Jeep Brand, Chrysler Group LLC. "With millions of people arriving in New York for one of America's most celebrated traditions - the Macy's Thanksgiving Day Parade - the iconic Jeep brand will dominate the scene with a vast presence in Times Square and in subways and train stations throughout the city."

Banners and 30-second videos will run from 6 a.m. Thanksgiving morning until 2 a.m. Friday, Nov. 27.

In addition to the digital billboards, Jeep will also debut a new television spot nationally on Nov. 30 as the brand moves into the second phase of its new campaign. The second phase of the campaign shifts the focus to consumers, in addition to vehicles, to further establish the consumer/brand connection via lifestyle engagement, appeal to a broad spectrum of the buying public and spark an interest in ownership.

The new television spot, "It's Only Hair," opens on quick cuts of women in hair salons. As the voiceover says, "Even after waiting a month to get an appointment and spending two hours in the chair, only the open-air freedom of the 2010 Jeep Wrangler can make vanity fly right out of the window," the women are shown getting into their Wranglers, experiencing open-air freedom by driving away with their hair blowing in the wind. The spot closes with the tagline: "i live. i ride. i am. Jeep."

The spot, created by Southfield, Mich.-based GlobalHue, will begin airing nationally on network and cable programming, including CBS's "Two and a Half Men," "CSI: Miami" and "The Late, Late Show with Craig Ferguson," NBC's "Late Night with Jimmy Fallon."

Subway and Train Station Domination

In addition to the Times Square takeover, Jeep has also extended its presence into New York's subways and train stations.

"The subway is the ultimate anti-Jeep experience," said Manley. "It's crowded, stifling and routine - everything that Jeep is not. So why is it the right venue for Jeep? Because it allows us to communicate the Jeep philosophy of freedom and adventure to an audience that is completely captive - as well as ethnically, culturally and economically diverse. It offers an extensive number of impressions, not bound by time of day. And it provides a platform for a tailored message."

The unique Jeep subway and train domination allows consumers to see the full brand campaign come to life. Beginning earlier in November, more than half a million daily commuters have been immersed in the new look and feel of the brand in New York's Penn Station through a variety of creative elements including rotunda banners, "wrapped" stairs and floor graphics.

The PATH (Port Authority Trans-Hudson) Train, connecting commuters between New York and New Jersey, includes multiple executions, such as signage and an impactful video of the Jeep Wrangler that is being projected onto the subway tunnel wall. The 15-second video is visible to passengers as they ride the train.

In addition to Penn Station, Jeep also took over the Grand Central Station and Times Square Shuttle, which features interior and exterior train wraps with messaging that captures elements of the Jeep lifestyle.

Print Ads

The second phase of the all-new Jeep print campaign introduces consumers to some of the personalities behind the brand. From a blogger to a boarder to a traveler, these are some of the people showcased who embrace the Jeep Philosophy.

As in phase one, the print ads are produced on clean, white backgrounds, but now focus on the people who drive Jeep vehicles. The copy reflects their view of how they make the most of their lives. In one magazine spread, an entrepreneur is shown along with the copy that says, "I gave up a corner office for a home office. I collect world maps but I study road maps. I take in the night sky from my moon roof. I carry precious cargo - he's big, hairy, barks at the sun and always rides shotgun." The ad features an image of the Jeep Liberty and the new Jeep tagline, "i live. i ride. i am. Jeep."

The print ads will debut the week of Dec. 11 in Entertainment Weekly and Sports Illustrated.

PHD continues as the Jeep brand's media buying agency, while Organic provides interactive support.

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