Jeep taps a new beat for ‘Under the Hood’ digital campaign
The Jeep Compass campaign has been conceptualised and executed by Digitas India, and has seven short videos
When it comes to selecting a vehicle, consumers are often left in the dark with features being the only differentiator between a good SUV and a great one. To bridge the gap, Jeep has tapped into an upcoming trend in Indian music - hip hop - to create its latest and most-upbeat campaign Under the Hood to talk about the features of Jeep Compass.
The digital campaign, that has been conceptualised and executed by Digitas India, comprises a series of seven short videos that promote unique aspects of Jeep Compass and how it stands apart from the clutter.
Set against animations, the video rap series simplifies complex engineering concepts to entertain and educate viewers on every feature that a great SUV must have. Urging viewers to look beyond nomenclatures and labels, the series aims to create a new generation of informed customers through head-bobbing rhythm and rhymes.
Released across multiple social platforms, the music videos have garnered over 7.6 million views.
Commenting on the latest communication series, Rahul Pansare, Head of Marketing & PR, Jeep India said: “The SUV category is cluttered and they all look the same. But, that’s not us. Our objective is to bring the best product to those who’re looking for the real deal. The real deal is in the performance & capability which is not visible from the outside. Jeep Compass is different from within. With this campaign, we want to define what an SUV really means. All we want is for customers to look under the hood and take an informed decision when buying an SUV.”
Adding his views, Mark Mcdonald, EVP and Head of Creative, Digitas India, said: “With a legendary brand like Jeep, our effort has always been to create content that’s authentic, relevant and inspires consumers to step into the Jeep lifestyle. With Under The Hood, the challenge was two-fold - create an interesting story from something that’s traditionally been a jargon-filled communication in the category; and then tell that story in a unique and interesting way. The ‘Under The Hood’ campaign has managed to do both in a refreshing and engaging way. Using rap and hip-hop, one of the hottest music genres in India right now, helped take the message far beyond just auto enthusiasts to a much wider age group and audience.”
The team behind the campaign included upcoming rap artists Illa Straight, who has performed in India and the United States and opened for global stars like Akon and Flo Rida, and, Deane Sequeira, one of India’s budding rapper and songwriter.
Priyanka Prashar Narula, Co-Founder and Creative Producer at Isana Productions Inc., said: “It was one of the most exciting projects for our team at Isana. Marrying contemporary rap with edgy visuals was a thrilling experience. We had a roll shooting this one and are greatly proud of our association with Digitas India & Jeep.”
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