Agency:
Indigo Consulting
Brand
Jeep
Introduction
To enthrall the hearts of Jeep fanatics in India, the auto brand rolled out a campaign in the country at the Auto Expo 2016, Noida for the launch of the brand in their 75th year in India.
Objective
They aimed at creating conversations around the brand through users engagement and participation to amplify the ‘There’s Only One’ messaging after its announcement at the Auto Expo 2016.
Who knew the grand unveiling of the Jeep brand in India at the #AutoExpo2016 would be accompanied by a grand surprise! Exclusive footage of the complete press conference is here. Watch!
Posted by Jeep India on Wednesday, February 3, 2016
Execution
The brand broke down the campaign into three major phases, as it all started at the peak of New Years with the launch of Jeep India’s digital properties including social media, a teaser website and newsletters to keep everyone updated.
They created a social media buzz with their countdown posts from January 27 to February 2, 2016. Further, Jeep India conducted a Twitter activity called #IAmTheOne; the contest asked the digital followers to tell them why they deserved to win a pass to view the car.
On Facebook, the auto brand conducted an engagement activity where users were asked to tag friends they would like to take on a drive in a Jeep vehicle. The idea was to tag the one mate they would love to take a trip with and why.
Users were seen tagging their best friends and hopeful travel buddies, increasing the volume of the campaign.
Further, leveraging Jeep's brand identity on the lines of 'There's Only One' the brand initiated a activity where users could share the one feature they would like to see of the Jeep Models.
On the 3rd of February, they covered the Jeep Press Conference live on the social media platforms like Facebook where they conducted live posts and videos, live Twitter chats and key shots on Instagram.
An exclusive press conference was held with Brand director Jim Morrison and MD and President – FCA, Kevin Flynn, a communication integrated approach in the run up of the reveal of the yearlong campaign “There’s Only One” which garnered over 2k organic views.
Jeep India further got an active auto influencer Ankit, popularly known for his Twitter name Gadgetwala to answer the best questions received during the activity. Videos of Ankit answering the questions were recorded and he personally tweeted to the users with the answers to their questions.
Results
The Twitter activity #IAmTheOne was tweeted 3659 times, with 866 unique users, it reached to a total of 3,215,356 people and created 34,307,238 impressions. The hashtag also trended on number pan India.
#TagTheOne received 148 entries and 73 shares. The post garnered 7.7k likes with a reach of 216k.
#TheresOnlyOne garnered 1548 entries with 12,718,995 impressions. It also trended on the fifth spot, pan India for over an hour.
The live Twitter chat invited 772 unique users, 5902 tweets with the hashtag, and managed to reach 2,528,470 users while creating 26,759,234 impression and also trended on the fifth spot for over an hour.
The Facebook activity received 148 entries, 73 shares, 7.7k likes and reached a total of 216k.
With a multi-dimensional integrated campaign, Jeep India managed to make the most of Auto Expo on social media.
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