More and more manufacturers are making vehicles which physically resemble Jeeps, communicating functional Jeep capability and reliability. We needed to remind adventurers that Jeep is the one brand that truly delivers on their aspirations.

Jeep and its customers value freedom and discovery. However, most owners of Jeep SUVs live in urban environments. Such is the distraction and noise of daily life in fast-paced cities that everyone, even adventurers, sometimes needs a reminder of what’s important in life.

We wanted to cut through the noise and ‘call’ adventurers to seek out their next adventure, reminding them that a Jeep is designed to take them to places no one else can get to.

It was time for Jeep to reinforce its bond with consumers. Our audience loves a challenge, so our campaign turned every touchpoint into an interactive journey of discovery, while cleverly excluding all other brands from the conversation.

Daily life is full of distractions. We cut through the noise and ‘called’ adventurers to seek out their next journey.

The Jeep identity has always been an iconic invitation for adventure. But what if it could actually speak and inspire people to break away? Interestingly, we discovered a hidden language inside the Jeep grille. The Jeep identity consists of dots and lines, exactly like Morse Code, which is used to connect with civilization from the kind of far-flung destinations Jeep can take you.

Jeep is uniquely placed to use Morse Code messages to communicate with its adventurous audience who love exploring and going on journeys of discovery.

We intentionally didn’t have a linear and seamless consumer journey, nor a CTA. Instead, we used intriguing design and language to bombard our audience with cryptic messages across multiple mediums, triggering their curiosity and activating them to start searching for the answers.

Our audience are explorers who choose the road less traveled. We needed to connect with them and talk to them in a special way that would intrigue them and inspire them to take their first step in a journey of discovery, while excluding all other brands from the conversation.

10% of Jeep owners in the GCC are categorized as ‘doers’. They are Jeep community club members who participate regularly in organized group trips to the desert.

We wanted to continue nurturing our relationship with them and bond with them over our common values of freedom and discovery, while attracting new consumers who have the Jeep mindset.

True explorers were drawn to the unexpected and intriguing language and visual approach. These are automotive ads that are not automotive ads. They celebrate Jeep’s connection with nature and appeal people who value freedom and discovery as much as we do.

Using the exact dimensions of the Jeep grille logo, we created a new Jeep Morse Font. We combined it with awe-inspiring images that would appeal to our audience, and broadcast cryptic Morse Code signals across various touchpoints, intriguing explorers and grabbing their attention. When they searched online, they were led to our microsite where they translated multiple Morse Code messages and visuals. Combined with a hard-hitting manifesto, the campaign was a loud call of adventure, urging people to disconnect, go off-grid, and exhale. They could also join the call of adventure by creating their own Morse Code messages to wake up the rest of the world and get them back into the great outdoors.

This fully integrated campaign target our audience with our messages from every angle, to wake them up and break them out of everyday life.

We created a brand interaction so unique that no other brand could copy it or speak so authentically to our audience.

The Jeep community, unaffiliated with the Jeep brand, spontaneously started communicating in Morse Code on their Jeep Club Whatsapp groups, we started receiving Morse Code comments on our social posts, and club members printed Morse Code T-shirts.

January to June 2022 saw a 23% growth in Jeep owner clubs’ membership numbers.

A 25% increase in the number of community Jeep outings.

A 27% increase in the number of volunteering marshals.

A 15% increase in the number of women participating and a 10% increase in whole family participation of community events.

Multiple downloads of the Jeep Morse Font.

Countless UGC Morse Code messages created on our website.

Our campaign was picked up by major industry blogs and magazines across the world.