Jeep Targets Snowed-In Consumers With Latest Campaign

Jeep is launching its biggest UK marketing campaign of the year to target drivers frustrated by the cold weather.

London — December 08, 2010 — The print and digital ads, running until 22 December, promote the Chrysler-owned SUV marque's Compact Jeep Patriot. Print executions play on the poor weather, carrying the line: "Oh hello snow: I'd been hoping you'd stop by".

A digital push, by contextual advertising agency Vibrant, will target consumers with messages dependent on the weather in their area. Other lines used in the campaign include: "Downpour: You are the most perfect driving condition", and "Bad weather: Come out, come out, wherever you are".

Naveen Dayal, marketing communications manager at Chrysler Jeep, said: "Our overall campaign is about a brand truth that Jeep drivers are happy drivers come rain or shine. The tone of our advertising is therefore fun and tongue-in-cheek."

Above-the-line ads were created by Leo Burnett, which picked up the UK ad account for Chryslers brands – including Jeep and Dodge – in March.

Jeep is owned by Chrysler Group LLC, following a merger of Chrysler and Fiat in 2009. The group is nearly 10%-owned by the US government, after Chrysler had filed for Chapter 11 bankruptcy last year.

About Vibrant
Vibrant is a world leader in contextual technology aligning billions of words across the Internet with relevant video, information, tools, and advertising. With over 4,500 premium publishers, reaching 200 million unique users per month (comScore, September 2010), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, Unilever, Warner Bros and AT&T. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognized by the Inc. 500 and Deloitte Fast 50 lists. In 2010, the company was named by Advertising Age as one of the "Best Places to Work in Marketing & Media." Vibrant Co-founder and CEO Doug Stevenson was named an Ernst & Young Entrepreneur Of The Year® 2010 for Metro New York. For more information, visit: www.vibrantmedia.com, www.vibrantmedia.co.uk, www.vibrantmedia.de, www.vibrantmedia.fr.