Jeep targets snowed-in consumers with latest campaign

Jeep is launching its biggest UK marketing campaign of the year to target drivers frustrated by the cold weather.

Jeep: rolls out cold-weather-themed ads in run-up to Christmas
Jeep: rolls out cold-weather-themed ads in run-up to Christmas
The print and digital ads, running until 22 December, promote the Chrysler-owned SUV marque’s Compact Jeep Patriot. Print executions play on the poor weather, carrying the line: "Oh hello snow: I’d been hoping you’d stop by’.

A digital push, by contextual advertising agency Vibrant, will target consumers with messages dependent on the weather in their area. Other lines used in the campaign include: "Downpour: You are the most perfect driving condition", and "Bad weather: Come out, come out, wherever you are".

Naveen Dayal, marketing communications manager at Chrysler Jeep, said: "Our overall campaign is about a brand truth that Jeep drivers are happy drivers come rain or shine. The tone of our advertising is therefore fun and tongue-in-cheek."

Above-the-line ads were created by Leo Burnett, which picked up the UK ad account for Chryslers brands – including Jeep and Dodge – in March.

Jeep is owned by Chrysler Group LLC, following a merger of Chrysler and Fiat in 2009. The group is nearly 10%-owned by the US government, after Chrysler had filed for Chapter 11 bankruptcy last year.