Jeep is giving away a piece of Australia

7 March 2016

Creative Agency: Cummins&Partners

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Got an appetite for adventure? Jeep might have a piece of land for you.

Jeep has used the tagline ‘Don’t Hold Back’ for years, encouraging Australians to explore the great outdoors. However, it seems some people need an extra incentive to get out beyond the city limits.

The automotive bramd is giving away a piece of rural Australia to one lucky person, in a campaign developed by Cummins&Partners Melbourne and Maxus.

In March and April, customers who test drive a Jeep Cherokee will enter a draw to win a chunk of Aussie land.

To make this idea a reality, Cummins&Partners and Maxus Australia approached and brokered a partnership with

Using a custom live property listing API developed for the campaign, the properties are categorised into a diverse range of geographic types; coastal, country, forest, outback and mountain.

Launching with a website, TV, press, outdoor, digital, social and PR, the campaign communicates:

“The Grand Cherokee is packed with features for all-terrain performance, the only thing missing is somewhere to drive it.”

Customers are being encouraged to visit the Jeep website and browse any piece of land for sale outside a certain distance from each capital city.

Find out more here.


CEO - Pat Dougherty
Director of Marketing and Product Strategy – Zac Loo
Senior Advertising Manager – Ashlin Moore

Creative Agency: Cummins&Partners
Executive Creative Directors – Jim Ingram & Ben Couzens
Creative Director – Damian Royce
Creative Team - Maurice Moyinhan, Trent Hendrick & Julie Poulter
Group Business Director – Katie Firth
Senior Integration Manager – Emma Fox
Head of Customer Experience – Matthew Morgan

TV Production Credits: NiceBike Content
Executive Producer: Mark Bradley
Director: Oliver Waghorn

Digital Production Credits: Digital Dialogue
Group Account Director: John Archer
Account Manager: Sally Randall

Media Credits: Maxus Australia
Client Services Director: Kate Francis
Head of Innovation & Partnership: Shivani Maharaj

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