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 dispel those concerns and showcase the new Wrangler’s capabilities, we hosted a three-day event called “Dare to Wrangler.” This unique experience allowed participants to test drive the latest model in a festival-like atmosphere set in the desert, where we built everything from scratch, including a paddle court.
Our campaign began with social media teasers that encouraged attendees to learn more and schedule test drives. The first day was an exclusive media drive, followed by two days open to the public. The event surpassed expectations, achieving 309 test drives—well above our goal of 150—in just two days.
