• Create a comprehensive marketing strategy for Jeep’s new 2026 lineup, which will unveil the brand’s very first fully electric vehicle. The strategy should have three implementations utilizing three different integrated marketing communication tools.

  • Jeep faces declining brand preference due to perceptions that it is outdated and slow to innovate. While its heritage is strong, the brand struggles to stay relevant in a market that increasingly values sustainability, technology, and forward-thinking design.

  • Tradition Meets Tomorrow is an innovative three part campaign that effectively drives the Jeep brand into the future, while still honoring and respecting Jeep’s long standing rugged brand identity and rich legacy. This approach ensures that while we embrace new technologies and advancements, we also remain deeply connected to the values and heritage that have defined Jeep for decades.

ABOUT THE BRAND

Jeep is an iconic American automotive brand known for its rugged, adventurous spirit and legendary off-road capability. Born out of World War II with the original Willys MB military vehicle, Jeep has since evolved into a lifestyle brand that represents freedom, exploration, and durability. With a lineup that includes the Wrangler, Grand Cherokee, Gladiator, and more, Jeep blends modern technology with heritage design, appealing to those who crave adventure on and off the road. Jeep continues to expand globally while embracing electrification with its 2026 lineup of hybrid and electric vehicles, reinforcing its commitment to sustainability without compromising performance.

THE PROBLEM

  • Jeep has faced criticism for quality and reliability concerns. Reliability is crucial for an off-road brand like Jeep.

  • Jeep’s brand positioning has become increasingly blurred in recent years

    On one hand, the brand maintains its iconic off-road heritage. On the other hand, Jeep is expanding its appeal to urban drivers seeking style, comfort, and safety.

    This dual identity creates confusion about what Jeep truly represents

  • The transition to electric powertrains has met resistance from consumers.

    Other skepticisms: performance, reliability, power, durability, ruggedness, charging stations, price.

    This complicates Jeep’s effort to modernize its image without alienating its core audience.

THE KEY INSIGHTS

1) Jeep’s brand legacy and identity is a core asset.

2) Modern consumers expect innovation.

CAMPAIGN: Tradition Meets Tomorrow

STRATEGY: This campaign strategically positions Jeep as a brand that honors its rich, iconic past while actively driving toward a bold, modern future — particularly through electrification and innovation. The three campaign implementations work together to tell consumers that Jeep is not changing who it is — it’s evolving to meet the moment. This repositioning allows Jeep to maintain credibility with long-time fans and attract younger, future-focused consumers.

CORE MESSAGE: We’re still Jeep - just reimagined for what’s next.

TRADITION MEETS TOMORROW

IMPLEMENTATION I

EXPLORE THE PAST, WIN THE FUTURE

JEEP GIVEAWAY

To launch and energize this campaign, Jeep will launch a social media sweepstakes inviting users to visit Jeep-related historic sites, post with the hashtag #TraditionMeetsTomorrow, and enter to win a fully loaded 2026 Jeep model of their choice.

  • Platform: Giveaway will be advertised on Facebook, Instagram, and TikTok to reach a variety of different age groups and consumers

  • Incentive: Win a 2026 Jeep Model

  • Why it Works:

    • Low barrier to entry (no app or complex rules)

    • Encourages user-generated content and storytelling

    • Reinforces Jeep’s legacy while creating buzz for 2026 Jeep lineup

  • KPI: 50,000+ unique posts with #TraditionMeetsTomorrow

IMPLEMENTATION II

EV ADVERTISEMENT &

AIRBNB PARTNERSHIP

To highlight Jeep’s innovation in the EV space while staying true to its adventurous spirit, Jeep will create a cinematic advertisement in partnership with Airbnb, featuring NFL stars Patrick Mahomes and Josh Allen.

  • Visuals: The ad opens with Mahomes and Allen in neighboring Jeep X Airbnb Adventure Stays. A moment of playful rivalry sparks as they lock eyes—then sprint to their Jeep EVs for an off-road showdown through rugged trails and breathtaking landscapes.

  • Platforms: Targeting digital-first audiences via YouTube, Instagram, and Hulu pre-roll placements

  • Incentive: Select Airbnb stays now include a Jeep EV for guest use, amplifying the spirit of adventure and positioning Jeep as the ultimate companion for eco-conscious explorers.

  • KPI: 2M+ views within 30 days

IMPLEMENTATION III

AUGMENTED REALITY

AT THE LA AUTO SHOW

To spotlight Jeep’s legendary off-road performance and cutting-edge technology, we introduced an augmented reality experience at the LA Auto Show, one of the most influential automotive events in the country.

  • How it works:

    • Guests choose from six platforms, each featuring a 2026 Jeep model

    • After selecting a vehicle and putting on an AR headset, attendees choose a terrain (desert, forest, mountains, etc.)

    • They then embark on a virtual test drive, simulating the Jeep's performance in real-world conditions—without leaving the showroom floor

  • Why AR + LA Auto Show:

    • The LA Auto Show attracts a large, engaged audience of car lovers and tech-savvy consumers

    • AR creates an immersive, memorable brand interaction that highlights Jeep’s off-road legacy and future-forward innovation

  • KPI: 750+ total test drive signups during the event

Tradition Meets Tomorrow is more than just a campaign—it’s a bold invitation to experience the brand’s legacy through a modern lens. By blending tradition with technology and storytelling with strategy, the activation deepens emotional connections and elevates Jeep’s relevance in an evolving market. From immersive AR test drives to social-powered road trip nostalgia, this campaign exemplifies how thoughtful brand strategy drives both engagement and impact.

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