The communication goal(s)

 
The goal was to launch the New Jeep Grand Cherokee in a very competitive full-size SUV segment that was dominated by popular and prestigious brands such as BMW and VW, number one and two in the comparative class.  
The new model was long awaited so a successful September launch was essential.  
Innovative Media Strategy  
The target group had to be A+. In Turkey, this is the only socio-economic group that is able to afford tax and maintain large luxury 4x4 vehicles that retailed at around $80,000.  
The main idea was driven by the core insight about the high society in Turkey.     
Research revealed that they are exclusive by nature and enjoy a luxurious lifestyle. Having worked hard and made the right decisions in life they feel they now deserve priority treatment and the VIP status they have earned for themselves.   
So that’s how we treated them…as VIPs within their own opulent environment.

Engaging Creativity

Selectivity was the key with consideration given to the types of engagement that matched the groups’ particular exclusive interests and activities, thereby ensuring maximum attention.

We used the exclusive Jeep-sponsored Istanbul Horse Show as a back-drop for lifestyle advertorials in exclusive leisure titles. Private health club magazines and the palatial environment of a VIP cinema suite further targeted the group in their leisure time.

Meanwhile advertorials in National Geographic and Capital provided necessary status and credibility. 

Encompassing the Audience

We inserted personally addressed, hand-scribed letters inviting subscribers of top high society magazine VIP to visit Jeep dealerships.

We branded a luxury cinema suite and lobby, with Jeep fleece blankets donning each leather-clad recliner where guests would receive the full Jeep VIP experience.

And at the Horse Show, ‘IN’ captured the splendour of the event but the only model that got to pose across the 12 page feature was the glamorous Grand Cherokee.

Effectiveness

We over-achieved the ambitious launch target for 2005 by 13%, which was impressive enough, but with market growth in the sector growing by 51%, we helped Grand Cherokee grow its market share by 20% within it outselling BMW and VW and gaining market leadership in the comparative class.