The campaign launches with three television commercials.
Jeep is on the road to regaining trust with Australian consumers, launching the first campaign since reappointing Cummins&Partners earlier this year.
Undergoing a significant local business transformation, Jeep is focused on winning back customers.
Jeep Australia managing director Kevin Flynn says he wants Jeep customers, new and existing, to know that the brand is committed to improving the customer experience through key business changes.
“We’re the first to admit we grew too big, too fast. Unfortunately, in the process we left some drivers behind," Flynn says.
"That’s why we’ve made big changes to Jeep in Australia with reduced running costs, improved technical support and dedicated customer care. We’ve listened, we’ve changed, and there’s no turning back.”
Since Flynn’s appointment in August 2019, Jeep Australia has introduced a number of pivotal business improvements including enhanced customer care, revamped Aftersales programs including more competitive Capped Price Servicing and the repricing of over 17,000 parts, and increased technical expertise across Australia.
Jeep Australia director of marketing communications Tom Noble highlighted the importance of communicating these changes to Jeep owners and the Australian public.
“This is an exciting time for Jeep in Australia, but before we reposition the brand, we first have to acknowledge the bigger commitment we’re making to customers and address the barriers to purchase directly in our marketing, as we have done across the business," Noble says.
"Our challenge to the agency was to deliver this first message in an engaging way.”
Cummins&Partners creative director Chris Ellis says the agency had to dive deep into the archives for the campaign.
“There’s powerful equity in ‘I Bought A Jeep’ it entered the Aussie vernacular. Before launching exciting new vehicles, we needed a reset moment to acknowledge the past and let Australia know Jeep is changing for the better," Ellis says.
"To do that, we delved into the archives of this iconic Jeep campaign and changed the commercials themselves. It’s an arresting and novel way to communicate this transformation, and transition to the wider campaign.
"It wasn’t without challenges, like locating the original talent. Thankfully, they’d held up pretty well. Special effects took care of the rest."
The campaign represents the first in a stream of new work set to launch under the new platform developed by Cummins&Partners for the Jeep brand, 'I’m in'.
“Our audience thrives on challenges and loves overcoming adversity," Cummins&Partners chief creative officer Sean Cummins says.
"They say 'I’m in' to every opportunity. And that’s what we want customers to say about Jeep. We need to show the proof and give Australians permission to buy Jeep again. This is the first step towards regaining trust”.
The campaign launches with three television commercials and continues across press, digital and social media platforms.
Client: FCA Australia.
Managing Director: Kevin Flynn
Director of Marketing: Tom Noble
Senior Marketing Manager: Rachel Semmens
Creative Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Creative Director: Chris Ellis
Creative Director: Heath Collins
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Senior Copywriter: Liam Jenkins
Group Account Director: Josh Collins
Account Director: Kara Brumfit
Chief Executive Officer: Chris Jeffares
Strategy Director: Brad Hill
Head of Television: Karley Cameron
Production Company: FINCH
Director: Jae Morrison
Executive Producer: Corey Esse
Producer: Marge McInnes
DOP: Tim Tregoning
Editor: Johanna Scott | Arc Edit
Flame Artist: Drew Downes | Atticus
Sound: Dylan Stephens | Risk
Digital & Social: Digitas and Nicebike