Using Sky AdSmart precision targeting to advertise Jeep
Provided by Sky Media
Combining the power of TV with Sky AdSmart to advertise the all-new Jeep Cherokee.
What was the Challenge / Background of the Campaign?
The legendary Jeep ® is recognised around the world, and is associated with freedom, passion, authenticity and adventure. The all-new Jeep Cherokee is a mid-size crossover SUV. Jeep wanted to raise awareness and appreciation of the new model at the time of its 2014 UK launch.
What was the Campaign Objective?
Jeep had two key objectives- to raise awareness and generate appreciation of the new Jeep Cherokee, as well as to communicate key brand and model messaging
What was the Solution?
The 30" creative communicated the main messages of the campaign: ".go anywhere do anything spirit"."adventurous" ."gives you freedom and ability". By extending a linear TV campaign with tailored Sky AdSmart activity, Jeep was able to combine the mass-market brand-building power of TV advertising with highly selective targeting to ensure the ad was seen by consumers with a strong likelihood of wanting to buy the vehicle.
What were the Results?
Sky AdSmart was found to have succeeded in boosting campaign cut through and reached an impressions delivery target of 1.5m. Despite the challenge of improving upon a heavyweight linear TV campaign, the additional frequency of exposure to the highly targeted Jeep Cherokee audience increased spontaneous advertising recall
What were the Key Learnings of this Campaign?
In common with other Sky AdSmart campaigns, the advertising performed strongly on key relevance metrics. Interest in and perceptions of the advertisement were much higher amongst the Sky AdSmart targeted audience.