Jeep / An Outlandish Prize
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Auto brand gives away remote land to one lucky Aussie test driver
Jeep Australia has launched a competition where the grand prize is huge plot of rural Aussie turf. To enter a prize draw for the land, which is worth AU$100,000 (US$75,650), people just need to test drive a Jeep Grand Cherokee.
For its Grand Land campaign, Jeep partnered withrealestate.com.au in order to offer the winner a choice of 350 pieces of land across Australia. The plots available are in a variety of remote areas with terrains ranging from coastal, country, forest, outback and mountain. Visitors to the campaign site can browse the options via an interactive map, which incorporates a custom property listing API.
The competition, devised by Cummins&Partners in Melbourne, is running until April 30. After completing their test drive, customers will be given a flyer with a unique entry code, which they must text to a designated number.
Contagious Insight /
Testing out adventure / This campaign is all about getting more people behind the wheel and testing out the Jeep Grand Cherokee. Taking a test drive seems a small price to pay for such an amazing prize. By incentivising test drives, Jeep is able to familiarise more drivers familiar with the car and its benefits, encouraging consideration for the Grand Cherokee.
The campaign cleverly glorifies the adventures and tough terrains that only a car like a Jeep could enable. This might ignite the imaginations of potential buyers and the fun they could have travelling the great outdoors in a Jeep.
A story to tell / The desirability, originality and scale of the prize makes for a great PR story. It brings to mind Tourism Queensland’s legendary Best Job in the World campaign from 2009. The travel company advertised for an ‘island caretaker’ who would be paid a handsome sum for feeding tropical reef fish and cleaning the pool of the luxury villa that would be provided as accommodation. The campaign generated more than $100m worth of publicity. In a similar vein, Jeep’s generous prize is bound to get the brand talked about. And Jeep will be starting the conversation off by publishing details about the winner in a national Australian newspaper.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.