Overview Jeep has released the Jeep Cherokee and they want to find ways to use VR in the promotion of the vehicle.
Challenge VR is unfamiliar and has the potential to leave brands flat on their face if the tech and brand experience don't match up.
Objective Use VR to give people a taste of the Jeep experience.
Insight The jeep experience is strongly attached to the vehicle i.e.There's no jeep experience without the jeep.
Message Step into Adventure
Strategy Blend the irreplaceable experience of the adventure of being inside a jeep with the transforming power of VR.
Partner with UBER to provide transport in the new JEEP Cherokee to unsuspecting users of the app.
App users can go the regular boring route or aim for a new adventure and go off course with JEEP.
Inside the JEEP, passengers will be given a VR box to experience the Rubicon trail. To provide an almost real experience, the route taken by the JEEP driver will match the route the passengers are on in VR.
The experience will be recorded and shared on social and hub website, which will also show locations where the public can grab VR units.
Role: Strategy & Accounts Art Director: Maliha Naseem & Adrian Valenzuela Copy: Marshall Veroni, Matt Mielnic