jeep Dare to Wrangler
The Brief
This is the launch of the iconic Wrangler model 2024. The Wrangler will be available with a 2.0L Turbocharged engine for the first time. That came with a challenge: existing customers who are used to previous models with 3.6L engines believe the new engine is less capable and can’t match the earlier models.
what we did.
The Solution
To tackle the challenge and demonstrate that the new Wrangler is even more capable than the older model, we organized an exhilarating three-day event called “Dare to Wrangler.” This was not just a test drive event but a unique experience that allowed everyone to truly understand the capabilities of the new Wrangler. We invited everyone to test drive the latest model and experience its capabilities firsthand. Think of it as a Wrangler festival in the desert where we had to build everything from scratch, including a paddle court, and where we introduced unique elements specific to the event.
We started with a teaser campaign on social media to attract people to the Dare to Wrangler platform. This allowed them to learn more about the event and schedule their test drive. The first day was an exclusive media drive, followed by two days open to the public. The event was a huge success, exceeding the 150 test drive KPI to 309 test drives in just two days of public engagement.
