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Jeep Wrangler
Dragon Edition
Mission
2012 Global Limited Edition Wrangler debut at the Beijing Auto show, it needed
a successful marketing activity which can attract more attentions and lead customers to
attending Beijing Auto show. In the year of Chinese dragon, what do we do to let the whole
world pay attention on Jeep and trigger a topic?
2012 Global Limited Edition Wrangler debut at the Beijing Auto show,it needed a successful marketing activity which can attract more attentions and lead customers to attending Beijing Auto show.
In the year of Chinese dragon, what do we do to let the whole world pay attention on Jeep and trigger a topic?
Thoughts
The creation of "definition of dragon totem" activity, reveal its luxury, high-end products features and details. Let consumer gradually understanding of product. Participants also have chance to get free mobile phone tickets and dragon totem car stickers and other forms of gifts. This activity means to attract more customers to the Beijing Auto show.
Result
Beijing Auto show warm-up has achieved expected result. From the beginning of ad launched, the total participants were 10886 people, Weibo repost 22036 times and 4299 comments.