Millennial Media - Jeep Develops Custom Mobile Landing Page to Drive Consumers to UK Dealerships | MMA Global

Millennial Media - Jeep Develops Custom Mobile Landing Page to Drive Consumers to UK Dealerships

January 11, 2013
GOAL
Create a campaign that would raise awareness around positive reviews of the Jeep Grand Cherokee, and allow UK consumers to easily find local dealerships.
 
SUMMARY
Driving Foot Traffic to Dealerships: The creative took consumers to a custom landing page, where they could enter their postcode and view all nearby dealerships. Once a user clicked on a particular location, they were taken to Google maps to find directions from their current position.
 
Leveraging Positive Reviews: The custom landing page prominently displayed a recent 4-star review from Autotrader.com. The featured quote said that the Jeep Grand Cherokee was the “best car the company has ever built.”
 
“Mobile Only”: The campaign was executed with Jeep’s agency, Maxus Global UK, and was exclusive to mobile. Mobile provided Jeep an opportunity to reach local, on-the-go consumers, and ensure that once they saw the ad, they could immediately find the nearest dealership – even if they were away from home.
 
RESULTS
Engagement rates were 3X over industry standards.
CTR increased as the campaign went on, showing effective optimization.
 
“Our recent mobile campaign gave UK consumers a new environment to interact with the Jeep brand. Mobile has become a key channel to reach local consumers, and this was a great opportunity for us to drive foot-traffic to our individual dealerships. ”
~ Maxus Global UK