1. The Jeep „Compassador” campaign takes influencer marketing down new paths: when the brand steps back to give space to talents.
„2. ”Get off the beaten path!"
3. In the spring of 2018, Jeep changed direction: in the „Compassador” campaign, recognizing and adapting to today's content consumption habits, it „left behind” traditional advertising solutions. The messages „the beaten path for the untraveled,” or „start a lifelong adventure,” or „get off the beaten track!” were taken seriously even during office planning. They repeated the mantra until they themselves stepped off the road and entered the forest. And how right they were!
4. It was high time for a brand like Jeep to decisively veer off the main road. I probably am not the only one who dislikes hypocritical or superficial things; most digital consumers do too. Something was needed to steer the brand's communication in a new direction. Something that highlights it among car advertisements.
5. Wordplay in the campaign: Compassador.
6. The Jeep. 7. Compass. 8. campaign. 9. built on ambassadors. In this light, we immediately understand the wordplay: Compassador. And here is the proof, there is life after Geszti, or a young generation has grown up who still know: a picture may be worth a thousand words, but words also have power – and anyway, the end of a hundred words is one. 10. Role models indeed exist.
11. The Jeep Compassador campaign was built on influencers, yet we cannot say that we see a traditional opinion leader campaign. The goal is achieved with a twist. We would expect an average influencer campaign to have celebrities clowning around with the car, saying how cool the ride is, and then looking at the sometimes meaningless likes that the brand manager counts with wide eyes.
12. Something entirely different happened here... As mentioned above, Jeep veered off the road. It said: let's produce content. Quality, high-standard content.
13. The brand belonging to FCA (Fiat Chrysler Automobiles) sought Hungarian success stories that could serve as examples for all of us. A role model could be a photographer, actor, chef, comedian, athlete, or even a musician. Talent is indeed a gift that can only be fully realized through a lot of hard work and will.
14. In the Compassador campaign, we get to know the lives of nine extraordinary people. The brand's message, which is about freedom, adventure, and challenge, is carefully woven into the short videos and individual stories.
15. A big hat tip that among others, Bence Máté, a nature photographer, is included among the role models, whose story is as admirable as the results of his work: wonderful, extraordinary, impressive.
16. As an amateur runner, I also hold Lubics Szilvi's story close to my heart, who is best known in running circles. The short video reveals where she draws her energy and motivation from, and how such "madness" fits into her life alongside work and family.
17. Some of the role models include:.
18. Zsófi Laposa, winemaker.
19. "Living close to nature gives me immense freedom, while the greatest challenge is the constant change of nature."
„Living close to nature gives me immense freedom, while the greatest challenge is the constant change of nature.”.
Szilvi Lubics, ultrarunner
„When I'm in the office, I love being a dentist, when I'm at home, I love being a mom, and when I'm running, I love doing it.”
Bence Máté, nature photographer
„In nature, there are no weekdays and weekends; my greatest freedom is that I don't have a calendar.”
Patrícia Kovács, actress
„The greatest adventure in my life is that I am simultaneously a mother to a four-year-old child while also having to perform as an actress.”
Double twist, reward game
The campaign was originally supposed to last until the end of August. However, the ambassadors liked the car so much during everyday use that they were reluctant to get out of it ? and they voiced this. Now this is where the advertisement comes in. This was probably the brand's goal as well.
The leaders and marketers of Jeep in Hungary then asked for a 19: they said everyone should still have the car and let's do a reward game. And then came the new videos, which put the previous stories in parallel.
What does the marketer expect?
Normally, numbers. This time, emotions.
The mandatory data will then be sent to the Italian headquarters so they can see what happened in this small country: there were (up to the article's publication) more than 30,000 page views, over 10,000 votes, and thanks to the campaign, 40 journalists were given a topic. We could list the Excel spreadsheet-worthy items at length, but I would really leave that to the people in Turin, to whom I say: if they have come to their senses from the CR7 Ronaldo transfer spell, then „Jeep is yours,” quality pays off.
Videos presenting the stories of the nine role models: www.compassador.hu
