Vibrant, the global leader in premium contextual advertising, launches a new campaign for the Jeep brand, Compact Jeep® Patriot using a real time API weather feed linked to the IP location of the user to rev up drivers who love the challenges of the UK weather. The Vibrant ads integrate with Jeep’s print and online campaign, which target would-be Jeep drivers who aspire to have the off-road proficiencies to tackle any meteorological upset, due to their all-weather capabilities. The UK campaign is due to run until 22 December.
The innovation, an in-text global media first, features IP targeting which places the user geographically and, together with an API feed from World Weather Online, enables the in-text creative unit to be updated and co-ordinated, in real-time, with the local weather.
One of a series of in-text ads, devised by Vibrant and Maxus, can be served from the bank of three executions, depending on the local weather. For snow: “Oh Hello Snow: I’d been hoping you’d stop by”; for rainy conditions: “Downpour: You are the most perfect driving condition.” And if the weather is actually fine or sunny, a teaser call: “Bad Weather: Come out, come out, wherever you are.”
Naveen Dayal, Marketing Communications Manager of Chrysler Jeep says, “Our overall campaign is about a brand truth that Jeep drivers have complete confidence in the vehicles they drive. Knowing the 4WD capabilities of the world’s original 4x4 brand will ensure you can tackle the ever changing conditions this winter. Free to enjoy the festive season without undue concern over the adverse weather and road conditions. The tone of our advertising is therefore fun and tongue-in-cheek, and we were delighted to be able to extend that to an in-text campaign which offers our customers the opportunity to request a test drive, brochure or learn more about the Compact Jeep® Patriot directly from within the advertising unit.”
Senior Planner/Buyer Patrick Lindon at Chrysler’s media agency, Maxus, says, “Vibrant's ad format and network reach provides a great way to utilise IP targeting. With this ad we are able to show several features of the car and how it is really an ideal all-weather vehicle. With the winter season coming and the ever-changing weather, were the perfect partner for this digital creative idea.”
Doug Stevenson, CEO and Co-founder of Vibrant says, “This is absolutely the perfect brand and campaign to run using the weather feed capability. The advertising fits the unpredictability of the UK weather in the UK, as well as acknowledging that Jeep drivers actually relish bad weather driving conditions that most drivers try to avoid. Over the past 10 years, we have continued to invest in innovation in the contextual advertising sector; and the API feed automatically updating the creative is brand new to in-text.”
This is the first time that Jeep has used in-text to advertise the Compact Jeep® Patriot brand, in a campaign targeting city drivers particularly, since drivers located in more rural locations are fairly well-equipped to deal with bad driving conditions. The campaign will appear within auto editorial, and content appealing to urban drivers.
Demo Link: http://demos.vibrantmedia.com/demos/verticals/UK/SALES/Autom... (hover over double underlined phrase "bad weather" to see ad relevant to your weather location)
Paula Evans, Marketing Manager, Vibrant UK : 0207 239 0102 / firstname.lastname@example.org
Lorette Nettar, PR, Vibrant UK: 07968 521 684 / email@example.com
Patrick Lindon, Senior Planner/Buyer, Maxus: 0207 025 3900 / firstname.lastname@example.org
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