In 2014, Jeep wanted to launch a new model: the Jeep Renegade. A vehicle meant for all kind of terrains and drivers. It was supposed to cater to young adults that like sports (surf, cycling, etc...) but also need a vehicle to do the daily chores and errands in the city.
The concept we came up with was: "The new Jeep Renegade launches you into new experiences."
The reason for this concept was because this Jeep allowed everyone to experience a bit of everything, from city roads and highways to unpaved and gravel roads. The vehicle functioned as a facilitator for people to "go wild".
With that in mind, our idea was simple. We came up with a microsite "www.experienciaimporta.pt" (in english it translates to www.experiencematters.pt) which allowed every driver to experience not only this Jeep but a great variety of new experiences. Here, people could try surf, cooking, fashion and much more types of experiences, all beginning and ending with the test-drive of the new Jeep Renegade.
The mechanic of participation was simple: people with driving licences accessed the microsite, chose an experience and would later receive an email to confirm the date and time of the experience. On that date, the participant would meet 3 more participantes and 1 instructor (for the experience chosen) in Lisbon, receive GoPro cameras. and start the experience.
We created a tour for every experience, for example, the Surf experience would have them drive to a coffee shop, then to the beach to learn how to surf, then to a shaper (person who creates surfboards), ending up on the same place it started.
Every participant had the opportunity to test-drive the car during the experience, and capture a lot of photos and videos from it. That media would then be used to fuel Facebook, Twitter and Instagram, urging their friends to also schedule an experience.
Agency: Pitch
Client: Jeep
Copywriter: Tiago Charneca
Art Director: Cláudio Van Der Hart
Creative Director: N/A
The concept we came up with was: "The new Jeep Renegade launches you into new experiences."
The reason for this concept was because this Jeep allowed everyone to experience a bit of everything, from city roads and highways to unpaved and gravel roads. The vehicle functioned as a facilitator for people to "go wild".
With that in mind, our idea was simple. We came up with a microsite "www.experienciaimporta.pt" (in english it translates to www.experiencematters.pt) which allowed every driver to experience not only this Jeep but a great variety of new experiences. Here, people could try surf, cooking, fashion and much more types of experiences, all beginning and ending with the test-drive of the new Jeep Renegade.
The mechanic of participation was simple: people with driving licences accessed the microsite, chose an experience and would later receive an email to confirm the date and time of the experience. On that date, the participant would meet 3 more participantes and 1 instructor (for the experience chosen) in Lisbon, receive GoPro cameras. and start the experience.
We created a tour for every experience, for example, the Surf experience would have them drive to a coffee shop, then to the beach to learn how to surf, then to a shaper (person who creates surfboards), ending up on the same place it started.
Every participant had the opportunity to test-drive the car during the experience, and capture a lot of photos and videos from it. That media would then be used to fuel Facebook, Twitter and Instagram, urging their friends to also schedule an experience.
Agency: Pitch
Client: Jeep
Copywriter: Tiago Charneca
Art Director: Cláudio Van Der Hart
Creative Director: N/A
