Jeep Australia launched its first local campaign activating its global partnership with the World Surf League (WSL) called ‘The Road To Hawaii’.
Developed via Melbourne creative agency Dig&Fish and media agency Starcom to complement its global sponsorship of the World Surf League, the multi-channel campaign aims to act as a call to the waves for Aussie surfers.
The work, which will run through the 2019 WSL season, aims to inspire Australian surfers of all abilities to start their own surfing journey.
The campaign, which runs through the year as the WSL travels around Australia and beyond on the road to its season climax in Hawaii, is spearheaded by a TV brand spot.
But perhaps its real power and most notable element lies with its strong digital presence – particularly a Spotify partnership strand.
The campaign leverages Spotify’s Dynamic advert offering to identify and target each listeners’ current location by recommending their nearest top surf spot, along with the live temperatures and surf conditions in order to lure them to the swell.
While additional campaign threads include physical at-site activations in Snapper Rocks (on Queensland’s Gold Coast) and at Bells Beach on Victoria’s Surf Coast Shire south west of Melbourne.
“Surfing and adventure have always gone hand in hand, and this campaign is all about encouraging people to get out in to the waves and have an adventure of their own,” commented Fiat Chrysler Automobiles (FCA) Australia marketing director Rebecca Williams.
While Angie Bradbury, managing director at Dig&Fish, added: “We’re proud to deliver Jeep a truly integrated campaign, reaching our audience wherever they are – driving to their favourite surf spot, tuning in to the WSL feed, checking the swell or joining us on the beach.”
The campaign was created for Jeep Australia Director of Marketing Rebecca Williams and Senior Marketing Manager Rachel Semmens by a Dig&Fish team that included Executive Creative Director Murray White, Head of Client Service Fiona Mullen, Art Director Liam Cockshell, Copywriter Mike Smith and Client Director Celia McCarthy.
Media was handled by a Starcom team led by Business Director Rebecca Ludbrook, Account Manager Chelsea Davis and Digital Manager Samantha Batsas, the digital and social agency was Digitas where the Senior Producer was Anna Heaton and the Designer was Molly Yang, while the sponsorship digital/CRM agency was Greenroom Digital where the unit was led by Client Services Manager Harry Street and Senior Account Manager Alex Wakeham.
The production company was Nice Bike Content where the Executive Producer was Tanya Stankovic, the Producer was Brian Ho and the Editor was Noel Rosa.
This campaign runs in parallel with the athlete ambassador sponsored Leaders shirt of Jeep’s WSL activation programme which includes the current ‘Follow The Leader’ social video series
and its pro surfer fronted ‘Local’s Tour’ series.
Comment:
The video offers the emotion and the brand power, while the real-time Spotify strand provides the personalised practical utilities.
A powerful combination!
One of several sports sponsorship activations aiming to use personalisation to provide real-time data and information in an effort to drive participation.
A trend that dates back to 2016’s LTA geo-targeted, weather-based ‘Go Hit It’ campaign to drive more Brits to their local tennis courts (see case study).
This year’s activation follows in the inventive tech-led approach of 2018’s Jeep/WSL ‘Jeep Sessions’ VR 360 campaign (see case study).
Links:
Jeep Australia
https://www.facebook.com/jeepaustralia/
https://www.instagram.com/jeepaustralia/
https://www.youtube.com/user/JeepAustralia
Dig&Fish
WSL
http://www.worldsurfleague.com/
https://www.instagram.com/wsl/
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