CASE STUDY

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CASE STUDY Jeep Wrangler Magazine Ad

SITUATION Jeep’s lead agency, GlobalHue of Southfield, Michigan, was asked to develop a Jeep campaign that promoted Jeep Wrangler leveraging Activision’s Call of Duty: MW3 game and fan base to broaden the reach of the brand. The Jeep Wrangler was positioned to gaming fans as the “Toughest Vehicle in the World. Any World” through a unique magazine ad insert in three publications.

SOLUTION Leveraging the partnership with Call of Duty: MW3 provided a key opportunity to drive engagement with specific groups; gamers, outdoor/adventure and active lifestyle consumers. The addition of a contest where consumers could enter to win the very first 2012 Jeep Wrangler Call of Duty MW3 Special Edition via the Jeep brand Facebook page (www.facebook.com/Jeep) created a mechanism to capture hand raisers. This data capture provided the opportunity for follow up dialogue with all those who entered. Project files were submitted to CPG and our design team refined the files ensuring all design and production objectives had been met. The project was printed using UV inks and spot UV coatings with additional passes of white and silver to ensure opacity over the base ad.

RESULTS Through the unique creative application targeted at gaming enthusiasts, the Jeep brand received more than 51,000 entries for the contest; successfully increasing awareness of the Jeep brand. “GlobalHue pushed the limits,” according to Michael Miller of GlobalHue, “and Carlson Print Group accepted the challenge. This effort was a shining example of what you can achieve if everyone is working together providing solutions.”

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