In a militar parade, the vehicle of the president got stuck. As it was a 4X4 vehicle, in the press every single media said it was a Jeep. But it wasn´t.

We could have called every media to change the fake information, but we decided to make it bigger. Just to create a viral conversation and to use jeep fans as part of the campaign, we made a very simple video for facebook and whatsapp. The fake news spread at mid day, our video was posted in the afternoon of this day. The fast reaction and the humour of the situation generated a huge conversation about the brand.

Jeep fans are very loyal to the brand. So, we know they would take part of the idea, just to fight for Jeep. The media reacted too, changing the headlines and laughing at their own mistake. If we have called the media to change the headlines, the conversation would have been minimum.

This campaign was about taking an oportunity and acting fast. The problem and the solution happened in real time. We read the news, we produced the video, approved it and aired it in 4 hours.

The video became viral. In Facebook, it got more than 100.000 views in 6 hours. The hole budget invested was 500 dollars. It also become viral on whatsapp, but we don´t have any statistic, so we can´t estimate the level of viralization. Please note that Uruguay is a 3 million people country. 100.000 views in 6 hours is huge as the Jeep target audience is very small and specific.