Written by Eddie Tomalin, VP Marketing
OK, got your polished, top spec model, fully laden? Check. Windy Italian road? Check. Your helicopter shots and sweeping pans? Check. Your aspirational millennial driver? Check. Now you have buyers flooding the showroom, right? Wrong.
Gone are the days in which automotive advertisers can simply shoot flashy footage of their latest model speeding through the mountains on a summer's afternoon. Yes, car brands sell a lifestyle, but they also sell cars with features of all shapes and sizes too.
Ultimately, modern digital consumers expect more. In an era where e-commerce is commonplace and even high-cost items, such as cars, can be purchased online with a few taps of a button, giving people access to the details is important and ultimately speeds up their ability to make a buying decision, unassisted.
Recent research shows that consumers spend on average 60% of their auto-buying time researching vehicles and features with a significant downtick in the number of people visiting multiple dealers as part of the process.
Jeep’s new interactive video experience is a creative partnership between parent company Fiat Chrysler Automotive and WIREWAX, designed to articulate the depth of features available in the entire new range of modern Jeep vehicles. Working with WIREWAX’s interactive video technology, Jeep was able to educate potential customers on 16 new features in a single interactive video experience.
The new range of versatile vehicles offers urban consumers all the performance and connectivity expected of a 21st-century urban brand and so it seemed suitable that a modern take needed an innovative media initiative to excite and engage prospective customers.
Jeep know buyers have changed, and demand for more rewarding and engaging ways to discover vehicles in this buyer-first, no-nonsense market.
The explorer experience directs consumers to not only book a test drive or request a brochure but also customize their vehicle, choosing from the range of features shown throughout the video, ultimately bringing them closer to their purchase decision.
Jeep’s revolutionary interactive campaign is currently live in Italy, Switzerland, Germany, Austria, and Spain with more locations to follow.
Take a look below, you’ll never buy a car in the same way again.