Jeep has been competing with other off-road carmakers who try to attract consumers by emphasising the sturdiness of their vehicles, a feature that is highly valued by the consumers of the category.Our challenge was to emphasise the idea of Jeep’s strength and durability, thus reassuring the brand’s identity in addition to bringing consumers to the dealers to see the new 2008 Jeeps.

We created a Jeep-shaped steel hammer.Selected from a mailing list, off-road product consumers received the hammer in a box at home.On the inside of the lid of the box it read; “Sturdy as a Jeep, only a Jeep. New 2008 Jeep models. At Chrysler authorized dealers now".

On a survey conducted with consumers who visited the dealer, we were able to see that the power and sturdiness of the vehicles were the key motivators that encouraged the people to go for a test-drive. Those were the most commented features of the Jeep brand.