Mumbrella360 video: You bought a Jeep?

In the latest in a series to run over the next few months, we present highlights from this year’s Mumbrella360 conference.

L:R Cummins ECD Jim Ingram, CEO Chris Jeffares

‘You bought a Jeep?’ is probably one of the most well-known and oft-quoted brand lines in Australia. In this Mumbrella360 session Cummins & Partners CEO Chris Jeffares and co-executive creative director Jim Ingram look at the creation of the campaign and chart its journey.

https://www.youtube.com/watch?v=3bcWZoI55pw

Timeline:

• 1.24: We’re going to start in the middle – showreel.
• 2.35: “That’s work we had nothing to do with the creation of”
• 3.40 – The problem – no brand relevance for Jeep in local market
• 5.20 – “The first thing we did was embrace the spirit of adventure”
• 6.35 – The first piece of work
• 8.20  Principles of ‘Don’t hold back platform’
• 9.25 – Started bringing in new audiences and brand personality
• 12.00 – Data showed we’d doubled sales in the first year
• 13.10 – We focussed on two bought channels and dropped everything else
• 13.30 – “Embrace the spirit of Australia”
• 14.30 – AFL sponsorship and Richmond documentary
• 18.10 – Partnering with the right people
• 20.30 – NRL sponsorship
• 21.40 – Horse racing sponsorship
• 23.00 – What moving beyond retail advertising did for the brand
• 23.40 – ‘I bought a Jeep’ – changing the target market
• 24.30 – “One of the ballsiest pieces of comms I’ve seen a brand embark on”
• 26.00 – Impact of bringing the brand personality instead of retail ads
• 28.00 – Building on the brand platform
• 29.50 – “I’ve heard the I bought a Jeep boat ad is the favourite ad of children in Australia”
• 30.45 – Social media influence
• 32.20 – Marketing challenge – finding new ways to articulate the platform
• 34.10- Cracking 30,000 units – “a particularly proud moment”
• 35.00 – “Incremental sales are another $2.5bn in four years”
• 36.30 – Questions: “What is the volume of work?”
• 38.15 – “What do you think of the ‘it’s a Mitsi’ campaign?”
• 39.50 – “What is the effectiveness of social media?”
• 41.25 – “What is the conversion rate on football sponsorships?”
• 42.35 – “What do you do around loyalty and CRM?”