In order to engage the Jeep Grand Cherokee’s adventurous consumer, we sent boxes containing objects from very distant places: rocks from Patagonia, twigs from the Peruvian Amazon rainforest and water from a lake in Tierra del Fuego. Along with the objects, we also sent the exact coordinates for the objects’ places of origin and a proposal: return the rock, twig or water to where they came from, traveling this route by Jeep. Whoever actually made that trip would have all the hotel costs paid by Jeep.To support this action, we developed banners to be placed inside the Jeep dealers. There were also print ads on car magazines. Finally, we designed a special stand for Jeep during Sao Paulo Auto Show, the biggest, most important and most visited car show in Latin America. The purpose of the stand was to reinforce the adventurous spirit of all Jeep models.

After mailing the boxes, 30% of the people who had received them got in touch with Jeep interested in more information about the car. 12% of them actually bought the new Jeep Grand Cherokee 2011. That’s a very expressive number since the expected results for this kind of direct mail is no more than 5%.