Jeep Australia releases The Road to Hawaii

5 June 2019

Media Agency: Starcom

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Jeep Australia worked with Dig&Fish and Starcom to create a fully integrated campaign to complement its global sponsorship of the World Surf League.

Jeep Australia has released its first local campaign to complement its global sponsorship of the World Surf League (WSL).

“The Road to Hawaii” comes via Melbourne based creative agency Dig&Fish and acts as a call to waves for surfers around Australia.

The fully integrated campaign aims to inspire Australian surfers of all abilities to hit the road and start their own surfing journey.

“Surfing and adventure have always gone hand in hand, and this campaign is all about encouraging people to get out in to the waves and have an adventure of their own,” Fiat Chrysler Automobiles (FCA) Australia director of marketing Rebecca Williams says.

Working with media agency Starcom to harness Spotify's advert offering, the campaign is highly targeted, identifying the listeners’ current location and recommending the nearest top surf spot, as well as current temperatures and surf conditions to lure them to the swell.

The campaign comprises of a TV brand spot, Spotify partnership, and strong digital presence complemented by on site activations in Snapper Rocks, QLD and Victoria’s Bells Beach.

“We’re proud to deliver Jeep a truly integrated campaign, reaching our audience wherever they are – driving to their favourite surf spot, tuning in to the WSL feed, checking the swell or joining us on the beach,” Dig&Fish managing director Angie Bradbury says.

The campaign will run throughout the year as the WSL travels around Australia, and beyond on the road to Hawaii.

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