Jeep Wrangler in ‘Original Freedom’ campaign
The campaign, which runs until the end of this year, features a series of road trips and adventure sports edits, hosted on a specially created Jeep Wrangler brand page on MPORA (mpora.com), the action sports digital network from Factory Media.
In one, seasoned mountain bikers James Hughes and James McKnight drive to a remote bike trail in a Wrangler four-door before unloading their cycles from the vehicle’s cavernous load area and heading off down the mountain.
The campaign will focus on two more sports, snowboarding and surfing, utilising top athletes, including Olympic snowboarders Dom Harington and Ben Kilner, and pro surfers Oli Adams and Micah Lester, to target action sports fans looking for an equally high-performing vehicle.
The campaign was created, planned and negotiated by Maxus Partnerships, with Factory Media’s creative agency Prime & Fire. The ‘Original Freedom’ road trip shorts, shot around the UK and Europe, allow viewers to accompany the sports stars on expeditions, where they explore new terrain in unexpected places.
They also allow the Jeep Wrangler to be shown getting the athletes across challenging terrains to the various high adventure riding spots, resulting in a series of top action edits. Two further video edits will be released over the course of 2014.
The Jeep Wrangler brand page will host a number of videos, photo galleries, vehicle information sections and articles written by the athletes. In addition, site takeovers, video and mobile billboards, and standard traffic drivers will direct target audiences from Factory Media specialist brand sites, DIRT, Surf Europe and Whitelines, on the MPORA network to the Jeep Wrangler brand page.
The ‘Original Freedom’ campaign also includes three competitions which will be hosted on the Jeep Wrangler brand page, giving the target audience the opportunity to win top-of-the-range snowboarding, surfing or mountain biking equipment.
“Many Jeep owners are young adventure-seekers who have a place in mind that they want to reach and know they have a car that will get them there,” says Damien Dally, head of Jeep UK. “Maxus Partnerships offered a different, integrated solution for communicating this freedom of adventure message of Jeep Wrangler.
“The agency has also added value by helping the brand move into territories which create great content that communicates to a younger audience and which can be pulled through-the-line.”
“Jeep Wrangler is the original 4×4, embodying the spirit of adventure,” adds Laura Wade, head of Maxus Partnerships. “This partnership positions the marque as the ideal 4×4 in which to fulfil your off-road adventure while reaching out to an audience of extreme sports fans.
“This campaign required a publisher that commands a credible voice in the arena where our target audience is. We chose a new partner – Factory Media – to house the ‘Freedom Series’, as it provides a trusted space for people to engage with the content, as well as introducing a new audience to the brand.”
“Factory Media and our Creative Agency Prime & Fire are delighted to be working with Jeep to push the boundaries across our sports,” says James Carter, director at Factory Media. “There is nothing like a fully capable off-road 4×4 to help reveal the freedom to explore our sports to the fullest. Whether dealing with unexpected weather or the most rugged outdoor terrain to reach the best spots, the right vehicle makes a massive difference to the fun we have riding.”
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