Jeep Australia On The Road To Regaining Trust With New Campaign Via Cummins&Partners

Jeep Australia On The Road To Regaining Trust With New Campaign Via Cummins&Partners
SHARE
THIS



Jeep is on the road to regaining trust with Australian consumers, launching the first campaign since reappointing Cummins&Partners earlier this year.

Undergoing a significant local business transformation, Jeep is focused on winning back customers.

Kevin Flynn, Managing Director, Jeep Australia said he wants Jeep customers, new and existing, to know that the brand is committed to improving the customer experience through key business changes.

“We’re the first to admit we grew too big, too fast. Unfortunately, in the process we left some drivers behind. That’s why we’ve made big changes to Jeep in Australia with reduced running costs, improved technical support and dedicated customer care. We’ve listened, we’ve changed, and there’s no turning back.”

Since Kevin Flynn’s appointment in August 2019, Jeep Australia has introduced a number of pivotal business improvements including enhanced customer care, revamped Aftersales programs including more competitive Capped Price Servicing and the repricing of over 17,000 parts, and increased technical expertise across Australia.

Tom Noble, Director of Marketing Communications, Jeep Australia, highlighted the importance of communicating these changes to Jeep owners and the Australian public.

“This is an exciting time for Jeep in Australia, but before we reposition the brand, we first have to acknowledge the bigger commitment we’re making to customers and address the barriers to purchase directly in our marketing, as we have done across the business. Our challenge to the agency was to deliver this first message in an engaging way.”

Chris Ellis, Creative Director, Cummins&Partners said “There’s powerful equity in ‘I Bought A Jeep’ it entered the Aussie vernacular. Before launching exciting new vehicles, we needed a reset moment to acknowledge the past and let Australia know Jeep is changing for the better. To do that, we delved into the archives of this iconic Jeep campaign and changed the commercials themselves. It’s an arresting and novel way to communicate this transformation, and transition to the wider campaign. It wasn’t without challenges, like locating the original talent. Thankfully, they’d held up pretty well. Special effects took care of the rest”.

The campaign represents the first in a stream of new work set to launch under the new platform developed by Cummins&Partners for the Jeep brand, “I’m in”.

Sean Cummins, Chief Creative Officer, Cummins&Partners said “Our audience thrives on challenges and loves overcoming adversity. They say “I’m in” to every opportunity. And that’s what we want customers to say about Jeep. We need to show the proof and give Australians permission to buy Jeep again. This is the first step towards regaining trust”.

Launching with three television commercials, the campaign continues across press, digital and social media platforms.

Credits

Client: FCA Australia.

Managing Director: Kevin Flynn

Director of Marketing: Tom Noble

Senior Marketing Manager: Rachel Semmens

Creative Agency: Cummins&Partners

Chief Creative Officer: Sean Cummins

Creative Director: Chris Ellis

Creative Director: Heath Collins

Associate Creative Director: Adam Slater

Senior Art Director: Cam McMillan

Senior Copywriter: Liam Jenkins

Group Account Director: Josh Collins

Account Director: Kara Brumfit

Chief Executive Officer: Chris Jeffares

Strategy Director: Brad Hill

Head of Television: Karley Cameron

Production Company: FINCH

Director: Jae Morrison

Executive Producer: Corey Esse

Producer: Marge McInnes

DOP:  Tim Tregoning

Editor:  Johanna Scott | Arc Edit

Flame Artist:  Drew Downes | Atticus

Sound: Dylan Stephens | Risk

Media: Starcom

Digital & Social: Digitas and Nicebike

Credits:

Client: FCA Australia.

Managing Director: Kevin Flynn

Director of Marketing: Tom Noble

Senior Marketing Manager: Rachel Semmens

Creative Agency: Cummins&Partners

Chief Creative Officer: Sean Cummins

Creative Director: Chris Ellis

Creative Director: Heath Collins

Associate Creative Director: Adam Slater

Senior Art Director: Cam McMillan

Senior Copywriter: Liam Jenkins

Group Account Director: Josh Collins

Account Director: Kara Brumfit

Chief Executive Officer: Chris Jeffares

Strategy Director: Brad Hill

Head of Television: Karley Cameron

Production Company: FINCH

Director: Jae Morrison

Executive Producer: Corey Esse

Producer: Marge McInnes

DOP:  Tim Tregoning

Editor:  Johanna Scott | Arc Edit

Flame Artist:  Drew Downes | Atticus

Sound: Dylan Stephens | Risk

Media: Starcom

Digital & Social: Digitas and Nicebike

 

 

Please login with linkedin to comment

Cummins & Partners Jeep

Latest News

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day
  • Advertising

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day

Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]

Lions Live Set To Launch Second Young Lions Live Award Brief
  • Advertising

Lions Live Set To Launch Second Young Lions Live Award Brief

As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]

Pause Fest To Return In 2021 As Online Event
  • Media

Pause Fest To Return In 2021 As Online Event

Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]

Shutterstock Adds Editorial Video Service
  • Media

Shutterstock Adds Editorial Video Service

Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
  • Technology

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020

Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]

Timboon Fine Ice Cream Celebrates 21 Wears With Rebrand Via Squad Ink
  • Campaigns

Timboon Fine Ice Cream Celebrates 21 Wears With Rebrand Via Squad Ink

To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs.  Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade.  “There’s not too many small family rural based ice […]

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]