2015 SUMMER INTERNSHIP PROJECT

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OUR TASK

Develop a big idea for a social media

campaign that can live in multiple

digital platforms.

OUR CHALLENGE

Position the Jeep Renegade as an

adventurous city vehicle without

losing Jeep’s long-established off-road

heritage.

JEEP RENEGADEASSIGNMENT

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JEEP RENEGADEJEEP HERITAGE, WITH A VERSATILE TWIST

From its iconic seven-slot grille to its strong stance, the Renegade is undeniably a Jeep-brand

vehicle. Whether you’re exploring new trails or heading out on the town, the Jeep Renegade is

ready, willing and able.1

Even though it’s part of the Jeep family, this vehicle is still a Renegade,

rebellious from its style to its unique personality.

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JEEP RENEGADECOMPETITORS

HONDA HRV NISSAN JUKEJEEP RENEGADE

• $19,115

• Hispanic target points:

- Prince Royce commercial

- Spanish-option website

• Luxurious branding

adult

• $20,250

• Hispanic target points:

- Nissan en Español page

• Youthful branding

“Evil twin”

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THE TARGET HISPANIC MILLENNIALS

DEMOGRAPHIC

• Early/Mid Hispanic Millennials

(18-26)

• In school or joining workforce

• Adapting to independence

• May be getting financial help

and support from parents

PSYCHOGRAPHIC

• Technology and social media

savvy

• Avoid anything ordinary or

inauthentic

• Optimistic

• Disagree with Millennial

stereotypes

THEIR REALITY

• Face challenges like high

student loan debt, a tight job

market, etc.

• More likely to be single2

• Often purchase used and older

car models3

Hispanic Millennials are defined by the moment they are in, the people they are with, and the potential

for making memories. They don’t follow the same old routes; they follow their instincts.

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THE TARGET HISPANIC MILLENNIALS CONT.

• Listen to music

• Watch a video

• Visit a social network4

TOP MOBILE

ACTIVITIES

• Facebook

• YouTube

• Instagram

TOP SITES

VISITED DAILY

• Facebook and YouTube

• Instagram is growing

POPULAR SOCIAL

MEDIA SITES

• Spanish media is still consumed across device and platforms

• 90% of Hispanic Millennials are social media users

• 41% of Hispanic Millennials comment or post content online

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JEEP RENEGADE & HISPANIC MILLENNIALS CREATING THEIR OWN PATH

FEATURES

• City/off-roading capabilities

• Unique and modern design

• Advanced technology

• Relates to Jeep’s outdoor

heritage

• Fuel-efficient

• Affordable

EXPECTATIONS

• Practicality

• Fuel economy

• Affordability

• Safety

• Tech5

DEMANDS

• Versatility

• Capabilities to explore

• Style/personality

• Cool car

• Trust4

JEEP RENEGADE

MILLENNIALS

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JEEP RENEGADE CREATIVE BRIEF

I don’t want my

experiences to be

tied down in any way,

at any time,

anywhere.

Jeep Renegade

offers the capability

of spontaneously adapting to

every experience that I want,

when I want, the

way I want.

STRATEGIC SPRINGBOARD

4-WHATEVER DRIVE

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ADVENTURE ON DEMAND

Freedom is realizing you have a choice. Renegade

puts you in the driver’s seat of your life, offering

instant adaptations for your adventures.

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ADVENTURE ON DEMAND EXECUTION: THE ADVENTURE

INTERACTIVE VIRTUAL ROAD TRIP

– Landing page with video and information

– Experience all four terrain capabilities that Renegade has to offer

– View interior/features of the car

– Shareable digital experience through multiple platforms

– Virtual experience ends with a code for an UBER & uberESPAÑOL on-demand test drive

UBER & uberESPAÑOL

– Geo-targeted cities

– Request an on-demand test drive “Brings the dealership to YOU”

– Expands on the digital experience physical experience that’s convenient to your busy schedule

f

Release landing pageDrive people to

landing page

Jeep posts (via Twitter

& Instagram) with link

to landing page

uberESPAÑOL

code

Uber post via social

media when CODE is

used

“For YOUR free code”

Link to landing page

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ADVENTURE ON DEMAND FLOW CHART

ADVENTURE ON DEMANDSTORY BOARD

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CITY TERRAINDRIVER

SNOW TERRAINBACK LEFT

SAND TERRAINPASSENGER

MUD TERRAINBACK RIGHT

ADVENTURE ON DEMANDLANDING PAGE

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ADVENTURE ON DEMANDSOCIAL MEDIA POSTS

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PLATFORM POSTING A/V LINK STRATEGY ADDITIONAL

BRAND LEVER PASSION POINT IMAGE REQUEST

¡Pon el Jeep Renegade a prueba! Haz una

prueba de rodaje desde la comodidad de donde

estés.

Es tu #adventureondemand

http://bit.ly/1hNjgxU 4-Wheel Drive Adventure Photo Album

Get an uberESPAÑOL code to test drive a

Renegade. Here’s how:http://bit.ly/1hNjgxU Technology Adventure n/a

Here's a teaser picture of The Adventure road

trip video. Check out the full video at the link in

our bio.

http://bit.ly/1HWUyQz 4-Wheel Drive Adventure Autopopulate

Con capacidad de 4WD, el Jeep Renegade está

listo para cualquier aventura. Ponlo a prueba

hoy, desde la comodidad de donde estés.

http://on.fb.me/1E6Df4v 4-Wheel Drive Entertainment Photo Album

Show us your Adventure in your uberESPAÑOL

Renegade test drive. Still haven't received one?

Here's how:

http://on.fb.me/1E6Df4v Outdoors Adventure Autopopulate

ADVENTURE ON DEMANDSOCIAL MEDIA CALENDAR

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OWN YOUR VERSATILITY

Being a Hispanic Millennial can lead to multiple

stereotypes. The moment that you break those

stereotypes you become a Renegade.

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OWN YOUR VERSATILITYEXECUTION: #SOYRENEGADE

#SoyRenegade would create an ongoing conversation via social media, allowing us to project our

message while utilizing consumer-generated content. (Personal stories about breaking stereotypes.)

EXECUTION

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Video: #SoyRenegade

• Film Hispanic Millennials’ stereotyped reaction videos

• Spark conversation regarding how people view Hispanics vs. how they view themselves

• Correlates to Renegade

Landing Page: Collection of personal stories redefining stereotypical labels

• Platform of inspiration for Hispanic Millennials, which creates connections and conversation

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f

Release reaction

video via social

media platforms

Start online

conversation

CTA to share their

story using

#SoyRenegade

Shares/RTsJeep social media

platforms

Linked back to

landing page

OWN YOUR VERSATILITYFLOW CHART

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OWN YOUR VERSATILITYLANDING PAGE

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OWN YOUR VERSATILITYSOCIAL MEDIA POSTS

PLATFORM POSTING A/V LINK STRATEGY ADDITIONAL

BRAND LEVER PASSION POINT IMAGE REQUEST

To be a renegade is to break stereotypes. Tell us

how you're a Renegade #SoyRenegadehttp://bit.ly/1hNjgxU Versatility Adventure Photo Album

Are YOU a Renegade? Share your story. Join the

movement (Full video link in bio)http://bit.ly/1HWUyQz Versatility Entertainment

Screen Shot from

Video

Cuando rompes los estereotipos, te conviertes en un

Renegade. ¿Eres un Renegade? Comparte tu historia. http://bit.ly/1hNjgxU Versatility Adventure Autopopulate

Carla is a Renegade. Watch her story. Share your story

with #SoyRenegadehttp://bit.ly/1hNjgxU Versatility Entertainment Photo Album

Redefine what others say about you. Be a Renegade.

#SoyRenegadehttp://on.fb.me/1E6Df4v Multicultural Adventure Autopopulate

"I use the background and knowledge of my heritage

and incorporate it into my job." Young Hispanics break

through the stereotypes and become Renegades. How

are you breaking the stereotype? Use #SoyRenegade

and have your voice heard.

http://on.fb.me/1E6Df4v Heritage Culture Embedded Video

Break through stereotypes and become a Renegade.

Watch what others are doing and share your own story

with #SoyRenegade.

http://on.fb.me/1E6Df4v Heritage Entertainment Embedded Video

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OWN YOUR VERSATILITYSOCIAL MEDIA CALENDAR

APPENDIX

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4-Wheel Drive

Outdoors

Versatility

Technology

AdventureEntertainment

Heritage

Community

Passion Points

Renegade Brand

Levers

SOCIAL MEDIA CONTEXT ARCHITECTURE

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Video Production $1.5M*

4 Days in Studio

1 Controlled Environment to Shoot Interior, Car Preparation Included$700K

4 Days Skeleton Crew

4 Locations in California to Shoot $300K

Post-Production – 1:30 Video

On-Site Editor $10K; 4 Original Compositions $160K $44K

Talent

4 Talent; 3 Months Online Flight Time

$20K

Social Media Promotions $6K

Twitter/Facebook

$125 per Promoted Tweet/Post; 1 Promoted Tweet/Sponsored Post per

Week

$6K

Online Banner Production $28.5K

Pandora

Companion Banner; Script; Title $3.5K

Rich Media Banner

Copy; Creation; Development $25K

Total $1.6M* Plus 140 hours for web player development

ADVENTURE ON DEMANDESTIMATED BUDGET

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Video Production $270K*

Day Shoot in Studio $150K

Post-Production

Including Original Music $40K $120K

Talent

10 Interviewees

3-Month Online Flight Time

$8K

Social Media Promotions $6K

Twitter/Facebook

$125 per Promoted Tweet/Post; 1 Promoted Tweet/Sponsored Post per

Week

$6K

Online Banner Production $28.5K

Pandora

Companion Banner; Script; Title $3.5K

Rich Media Banner

Copy; Creation; Development $25K

Total 304.5K* Plus YouTube video copyrights

OWN YOUR VERSATILITY ESTIMATED BUDGET

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SOURCES

• 1 Jeep Renegade Immersion Day Presentation – August 2014

• 2 Nielsen Millennial Report February 2014

• 3 Hispanics' Attitudes toward Car Buying US June 2015

• 4 Deloitte Automotive Study – 2014 – Respondents don’t own or lease a vehicle – 700 U.S. GenY respondents

• 5 Sensis – Hispanic Millennial Project – August 2015

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GRACIAS

Q&A