AWARD CATEGORY: Internet-based Trial Recruitment (Winner)
CAMPAIGN: Jeep Wrangler Unlimited Terrain
AGENCY: Organic
CLIENT: Chrysler
It was a group of talented flash developers at Organic that first spied the new 3D flash technology.
From there, the creative team got involved and together they developed a single, 3D flash movie for an online ad. When prompted, the ad took over the page and allowed users to virtually test drive and explore the features of a Jeep Wrangler Unlimited across a dense and diverse topographical map and adventure.
The new technology, from Papervision, offered a number of pluses: it cut loading time and offered an interactive experience for the user at a fraction of the file size, Dave Sylvestre, the creative director at Organic, said.
The units were placed on third-party auto sites on Yahoo, MSN and AOL where consumers were likely in the market for a vehicle. The goal was to stay true to the core Jeep brand: adventure, authenticity, freedom and nature.
When a person clicked on the ad unit a map folded out with clickable buttons to start the adventure, see how the Jeep looked in various colors, take a 360-degree view of the vehicle, customize a vehicle or find a dealer. People used their mouse to maneuver the vehicle up and down mountains and across streams as sound effects from a real off-road Wrangler journey played. (Watch out for those buffalo!)
“This was a continuation of the Web-based ads and marketing that we’ve done for Jeep, but goes beyond just marketing where you spell out the features and the benefits of the vehicle,” Sylvestre said. “We prefer to give the user an experience, and through that experience they learn about the vehicle. It was critical that we showed it to behave in environs where the typical Jeep driver may take it.”
Less than a month into the promotion, the campaign had recorded 81,228 impressions, 6,232 interactions and 2,063 clicks. The average time spent with the test drive was 126 seconds.
“This is the first time that we have ever used this 3D technology within an online ad banner,” Sylvestre said. “That was really breaking new ground.”
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