collected by :John Max
“We speak of freedom and adventure, which are Jeep values, in ways that are relevant to these target millennials. “We want to connect with them and be relevant,” Olivier Francois, chief marketing officer for Fiat Chrysler Automotive, told me. As it arrives in volume at Jeep dealerships, the new vehicle is an important refresh as Jeep overall struggles with its first slump in nearly a decade. Jeep is launching an advertising campaign for the all-new Compass compact utility vehicle that tries to communicate with mid-generation millennials by acknowledging the many important life choices they are making — and by suggesting that purchasing a Compass could be one of those decisions. “Recalculating” is the title of the first TV commercial for the 2017 Compass that Jeep is counting on to make the brand more relevant in a compact segment that is increasingly important in the ever-expanding sport-utility universe.
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Millennials recalculate and resist conformity in new Jeep Compass ad
The Jeep Compass is arguably the most important new vehicle that Fiat Chrysler is launching this year. Because the Compass is a Jeep, Francois noted, it must hold to a set of values — freedom, adventure and authenticity. (Photo: Fiat Chrysler Automobiles)Jeep is making a strong appeal to millennials who value the freedom to resist conforming to society’s expectations in a marketing campaign for its all-new 2017 Jeep Compass. Olivier Francois, Fiat Chrysler’s chief marketing officer, said millennials don’t want to be lectured. A successful launch of the Compass, which Fiat Chrysler Automobiles started shipping to U.S. dealers this spring, is crucial for the Jeep brand as it tries to continue to increase its global sales.
According to Olivier Francois, chief marketing officer of FCA, the Compass and the “Recalculating” commercial is targeting the millennials. Jeep’s new commercial for the Compass called “Recalculating,” emphasizes the unpredictability and adventure of life—and how the Jeep Compass will be there for you every step of the way. The 2017 Jeep Compass is currently on sale and starts at $20,995. However, there’s ultimately a limit as to how “deep” a commercial can be without confusing the viewer or distracting them from the product. In Jeep’s new commercial for the 2017 Compass, the brand’s ad men test those boundaries.
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