Jeep Leverages Special Stage Effects at NAIAS Press Event - Event Marketer

Jeep Leverages Special Stage Effects at NAIAS Press Event

The Interview
Brand: DAIMLERCHRYSLER JEEP
Agency: CLEAR!BLUE
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2007

Jeep’s Wrangler introduction was a smashing success at last year’s North American International Auto Show. While Chrysler Group coo Eric Ridenour introduced the vehicle onstage at a scheduled press event, the MiPIX wall parted to show the Wrangler in a jungle cage with squealing tires, flashing headlights and a honking horn.

After Chrysler Group president and ceo Tom LaSorda challenged, “Let’s see what this new Jeep Wrangler can do,” the vehicle drove off stage through the special effects glass of the front window of the exhibit hall to the top of Jeep Mountain across the street. Back on stage, actress Angie Harmon touted the urban appeal of the new Jeep Compass.

Wrangler was among the top five most-covered vehicles during the show and Chrysler Group received 17 percent of all media coverage. Wrangler sales increased 61 percent to 8,623 units in December 2006 versus 2005; Compass sold 18,500 vehicles in its 2006 launch year.

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