Student Work: Jeep VR Experience
Big Idea: No roads required.
CAR BUYER'S JOURNEY STAGE 1: THINKING
Jeep VR-T Goggles: Distributed via Bass Pro Shop & REI Co-op stores as a gift with purchase.
Digital Boards: Encourage participants to experience a teaser video of the Virtual Rubicon Tour.
Billboards: Lenticular technology mimics the effects of the VR experience.
Takeover: Displaying the teaser video in VR-enabled view-point binoculars at the Empire State Building.
CAR BUYER'S JOURNEY STAGE 2: DOING
Our 360 programmatic ads give consumers a teaser of what the full VR experience will be.
Badge of Honor: All Jeep drivers want to go off-roading, but only 10% of them actually do. Using Jeep's current Badge of Honor App, we created a badge for participants who complete the VR-T experience as incentive to visit Jeep dealerships.
Brochure: A brochure with a set of Jeep VR-T goggles to keep the brand top of mind at the dealership. It showcases what it means to join the Jeep family rather than vehicle facts.
CAR BUYER'S JOURNEY STAGE 3: BUYING
The Virtual Rubicon Tour: This is a chance for participants to take their test drive off road and is available only in dealerships. Filmed on the Rubicon Trail, it showcases the Jeep's off-roading capabilities with a focus on several different terrains.
The Rest Of The Team: Logan Franklin (AD), Amanda Frappambino (ACC), Marco Marone (Copy-Ideation)
The Ask: To promote a 360 video filmed in the Rubicon that would be experienced in dealerships.
The Challenge: Only 33% of Americans are aware of VR technology.
The Solution: To connect with the consumer on every step of the car buyer’s journey via integrated marketing.