Stone, Twig, Water
Issue 21 | December 2011
Agency
2011
Creative Team
Emilio Paganoni CRM: Adriana Bertello, Vanessa Garcia
Other Credits
Account team: Renato Broggin, Bruno Panico, Renato Barros ; Media: Ana Paula Baraldi, Marcela Liguori ; Planning: Ana Luiza Santos, Mario Casanova ; Customer approval: Rosana Araujo
Date
2011
Background
The brief was to launch the new Jeep Grand Cherokee 2011 for a very selected and special mailing list which contained consumers who had already bought a Jeep model and also people who hadn’t bought a Jeep. The brief was to launch the new Jeep Grand Cherokee 2011 to existing Jeep owners as well as to those who had expressed great affinity with the brand by appealing to their adventurous nature.
Idea
Potential Grand Cherokee drivers were mailed a box, within which were objects from faraway places. A rock from Patagonia, a twig from the Amazonian rainforests of Peru and water from a lake in Tierra del Fuego.
Map references were supplied with the objects and the letter suggested that the recipient might like to return the rock, twig and water where they had originally come from, using a Grand Cherokee to make the trip.
If anyone did embark on the journey, Jeep undertook to pay their hotel bills.
Results
The mailing led to 30 direct contacts with people wanting more information about the car. The objective was for the mailing to translate into 5 actual sales but, in fact, 12 Grand Cherokees were sold.
Our Thoughts
This idea is so close to brilliant that it deserves a place in these pages. Sending recipients a stone, twig or sample of river water and challenging them to return it to the remote location it purportedly came from in a Chrysler Jeep is a charming way into the consumer’s mindset, making them imagine the adventure the product could bring. It’s just a shame the stone, twig and water are ‘like’ the real ones from the remote locations. Still, hats off for the creative thinking.