Case History Database

Jeep had always been a niche brand in Australia, considered an American army vehicle lacking relevance to most Australians. This resulted in decades of stagnant sales, whilst the rest of the SUV category experienced record growth. In 2012 however, the ‘I bought a Jeep’ campaign was launched and Jeep fortunes changed dramatically. The campaign was quickly and completely embraced by popular culture, lighting up social media and entering the Australian vernacular. Most importantly however, the campaign was extremely effective. Since the start of the campaign, sales have increased 156%, outgrowing the SUV category by 300% while reducing media expenditure per unit by 45%1, 2. Making it the standout automotive success story of recent years.

	Authors		Adam Ferrier, Ben Epstein, Virginia Pracht
	Chief Executive Officer		Sean Cummins
	Executive Creative Director		Jason Ross
	Creative Director		Steve Callen
	Group Account Director		Magdalina Triantafyllidis
	Integration Director		Rosie Bean
	Integration Director		Andrew Stone
	Integration Manager		Emma Wynne
	Client Services Director		Izabela Lam		Maxus
	Strategic Intelligence Officer		Andrew Pascoe		Maxus
	National Trading Director		Nathan Cook		Maxus
	Business Manager		Nick Bauer		Maxus
	Director		Tony Loxton		Digital Dialogue
	Digital Account Manager		Sam Cruickshanks		Digital Dialogue
	Executive Producer		Jess Evernden		Nice Bike
	Director of Marketing		Mark McCraith		Fiat Chrysler Group
	Senior Manager, Advertising		Ashlin Moore		Fiat Chrysler Group