The Jeep is an iconic automobile. Freedom, discovery and adventure are just a few of the keywords that marketers seek to associate with the brand.
The marque is very popular in Argentina, but ironically most of the 4×4 vehicles never cross the city limits, and Jeep drivers rarely experience any kind of freedom, discovery or adventure – in their cars at least.
To help out Argentinians lacking the inspiration to get out of town, Jeep has created a free-to-download GPS add-on app that will get you “God knows where”, to discover 28 lost off-road spots in the country. Just push the button and start following the instructions.
On the one hand, this is a great brand utility initiative, that reaches out to existing customers – in itself quite rare, in a sector obsessed with acquisition. On the other it really “walks (or drives) the talk” of the brand communication and delivers a strong reinforcement of what the Jeep stands for.
Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.