GRAND WAGONEER - Swiss Croon worked with JEEP and BLVD Content to create a national advertising campaign for the new Grand Wagoneer. The target audience was African Americans, age 40+, in the premium SUV vehicle segment. The initial task was to develop unique campaign concepts that highlighted the physical and emotional benefits of the Grand Wagoneer. The campaign needed to authentically resonate with our target audience through the use of deep cultural insights and inspired storytelling. The full process for creating the campaign included research analysis, concepts, design, art direction, copywriting, presentation design for reviews, production management, and quality control.
The campaign’s key message focused on the shared feeling of pride and status that out target holds for the geographical areas where they were raised, in particular, the names of the streets within that area. Our message embodied the spirit of the urban African American culture and the spirit of the locally made vehicle. We created multiple executions for the campaign, including on social media where thousands of individuals organically came to share their own sentiments on where they grew up. The final work would go on to be liked by millions and recognized for this by being awarded within the multicultural marketing industry.
