Jeep is more than its SUV’s. It’s a lifestyle. It’s about adventure, getting out there and living life to the fullest; but the brand isn’t connecting with younger car buyers. In fact, the average Jeep buyer is typically a Boomer or a Gen Xer. Knowing that the pandemic has increased car ownership amongst younger generations we needed to create a breakthrough way to connect with this new group of buyers.

There are QR codes, UPC codes, and now Jeep Code. A first-of-its-kind, AI technology that transforms every iconic seven-slot grille into a barcode via Snapchat.

The experience goes beyond uploading pictures. Users are scanning a completely unique code, one that we have created. The technology leverages machine learning that analyzes and identifies real world Jeep grilles and allows users to interact with the Jeep brand like never before.

Once a grille is scanned, a user will instantly learn more about the Jeep, browse inventory at their local dealerships, build and price their favourite model or even start the buying process right there on the spot.

Jeep Code is disrupting the automotive process and streamlining the buyer’s journey, particularly for younger consumers, so they’re connected to the right vehicles in their area.

Throughout the pandemic, scannable technology has become prominent in our touchless society as a way to connect people and information using their own devices, most notably among a younger demographic.

Knowing that on-street discovery is how many people start shopping for their next vehicle and how society is shifting towards scannable technology, we partnered with Snapchat to reach younger car buyers.

Snapchat allowed us to uniquely reach this demographic and provide an innovative way to experience Jeep.

• 28% of its users in Canada are in the 25-34 age range.

• 1 in 3 Snapchat users want to use AR as part of their car purchasing experience.

• Jeep garners a high number of mentions on Snapchat.

The execution was a full-on digital blitz based around the digital behaviours of our target. The core of the campaign was rooted in the Snapchat experience. We implemented snackable video ads through the Snapchat journey that demonstrated how the technology worked and enticed users to see if for themselves.

We adopted that same thinking across a number of blogs and social media platforms that included Facebook, Instagram, TikTok, and LinkedIn. Our benefit-driven messaging showcased the benefits of Jeep Code. From the ease-of-use, the ability to find nearby inventory, build their own, or how you could start the shopping process on the spot.

Additionally, we partnered with a collection of influential millennials to create custom video and social content and deliver key messaging in a relevant and contextual way.

The success and innovative nature of Jeep Code provided an injection of interest in the Jeep brand at a time when automotive marketers continue to re-evaluate their ad spend.

Jeep Code resulted in more than 50 million impressions once the campaign officially shifted to park, including more than 150k Lens interactions.

The results also revealed that the campaign reached 31 million users under the age of 30. A clear success with a new group of buyers and the makings of a potential long-term love affair.

The experience generated an impressive 25% lower funnel activity rate. Users are completing actions that are close to purchase, for example Build & Price or Searched Inventory. Invaluable lead-generating data that dealers covet.