2022 Winner

During the pandemic, car ownership increased amongst younger generations. According to a J.D Power study, millennials purchased more new cars than any other demographic in 2020, a 32% share of new-car sales. This marked the first time they ranked higher than baby boomers.

These trends were emerging; however, they weren’t seeing the same trends for the Jeep brand. With shopping behaviours evolving quicker than ever, how could it give consumers a way to make shopping for a vehicle easier? It knew the importance that digital media plays in the everyday lives and purchase decisions of the younger demographic, and that convenience is crucial. So, the goal was simple: streamline the car-buying process, particularly for younger consumers, so they’re connected to the right vehicles in their area at the right time.

Since 1945, the Jeep seven-slot grille has been an iconic and universally recognized feature on all Jeep makes and models. Building on this iconic feature, it wanted to use technology to turn every Jeep into an effective media touchpoint and to make every Jeep on the road a driving dealership by turning the grille into a scannable barcode. To achieve this, it launched “Jeep Code.”

It partnered with Snapchat for this inventive Jeep Code technology to disrupt the automotive process by giving consumers a direct link to browse inventory at their local dealerships of the model they love. It knew that Jeep lovers are unique and brand proud with many participating in Jeep clubs, rallies and special events. With hundreds of Jeep clubs and groups across social, these communities are hubs for the latest trends. It wanted to appeal to both new consumers as well as their brand loyalists by having them rally around Jeep Code during key dates and social media moments.

To bring Jeep Code to life, it developed an impactful social focused media plan with the main objective of driving engagement and traffic to the lens. The plan launched on April 20th, 2022, with a priority focus on Snap placements including, high impact Snap First Lens takeovers, Lens auction promotion, Snap ads and commercials. The team further expanded the plan to build excitement and engagement across social platforms with additional support including in-feed and Jeep and Snapchat worked with leading AR technology company GoSpooky to create a first-of-its-kind lens that leverages machine learning and can recognize any model of Jeep from the last ten years by scanning the grille. Jeep Code is the first of its kind globally for the first scannable physical vehicle feature and first 3D trackable physical vehicle. Jeep Code is also the first of its kind in Canada for the first Marker Tech AR Lens and first “First Len” execution, both in the Automotive Vertical and First Lens with Multiple Scan Items within the same Lens.

The media plan is scheduled to run through the end of the year, but to-date, the results of the campaign have exceeded expectations. As of June 21st, the campaign has delivered over 49 million impressions and 299,000 clicks and/or swipe-ups. Over 117,000 people have engaged with the lens, and it has been shared 58,000 times for a share rate of 0.39%, 56% higher than their planned benchmark. The average time users have spent engaging with the lens is over 8.87 seconds, and they’ve delivered an average CPM of $4.25 over the course of the campaign,
50% more efficient than planned.

In addition, it has seen some great results on the website. The lens has driven over 103,000 Lower Funnel Actions (LFAs) on Jeep.ca to date, providing a 34% conversion rate, +57% higher than the average benchmark for Jeep conversion rate on paid social.

Overall, the client is very excited about the results of the campaign to-date and plans to continue running the lens and supporting activity through the end of the year. This first-of-its-kind lens has proven to be a fantastic way for Jeep to reach a younger audience and potentially convert them to future Jeep owners.

Credits

PUBLICIS TORONTO
• Chief Creative Officer: Joanna Monteiro
• Executive Creative Director: Vinicius Dalvi
• Group Creative Director: Victor Yves
• Creative Director: Steve Turnbull
• Copywriter: Steve Muzzin
• Andrea Isbester, Chief Strategy Officer
• Rylee Strachan: Senior Strategist
• Rob Jankowski: Digital Strategist
• Anita Gillman: Director, Digital Advertising and Strategy
• SVP, Brand Director: Bobby Malhotra
• Group Account Director: David Langlois
• Account Director: Richard Guy
SOUND PRODUCTION
• Creative Partner: Cristiano Pinheiro
• Audio Company: PUNCH Audio
• Audio Director: Cristiano Pinheiro
• Music Supervision: Cristiano Pinheiro
• Sound Designer: Gustavo Guanaes, Fernando Martinez
• Executive Producer: Lili Aragoni
• Producer: Fernanda Garroux
POST PRODUCTION VIDEO: THE PUB TORONTO EDITORIAL:
• Jesse Unruh - Editor
• Suada Gagulic - Post Producer
• Karen Huybers - Executive Producer
THE PUB PRODUCTION:
• Reid Marshall - Director
• Cam Marshall - DP
• David Cranor - Line Producer
• Terry Theo - Exec Producer
STARCOM CANADA:
• Senior Vice President: Claus Burmeister
• Director, Social: Bethany Castle
• Director, Media Planning: Samantha Lacroce
• Senior Social Specialist: Karin Polanco-
• Social Specialist: Kirsten Weaver
• Social Coordinator: Michael Valente
NURUN:
• Nicole Galanopoulos: VP, Client Partner
• Neil Cohen: Director, Technical Program Manager
SNAPCHAT:
• Account Executive: Kevin O’Rourke
• Brand Strategist: Jaclyn Lacroix:
• Creative Project Manager: Mamy Baruti:
• Account Manager: Bea Astudillo
GOSPOOKY
• Tom Geurts: Tech Lead, Senior Developer
• Sara Orfali: AR Developer, Animator
• Evie Meurs: Client Lead
• Celine Zange: Project Manager
• Tommaso Parisotto: Machine Learning Engineer
• Mikkel Thybo Loose: Machine Learning Engineer
• Erik van der Plas: Machine Learning Engineer
• Egidijus Uckuronis: 3D Artist
• Kevin de Wit: Business Development Lead