Jeep® ELITE, a naming that wins on all playing fields.
Reasons of its success:
– Strategic relevance of the partnership vs Brand target and business objectives
– A “naming” managed as a communication platform, at the heart of the Brand strategy
– A 360° ATL and BTL activation plan deployed in a win-win spirit for the brand, its network, the basketball League and clubs and the promotion of this sport
– Choice of the championship name “Jeep® ELITE”: short, easy to remember: key factor to boost the official naming usage by the media.
Reminder of the business needs
– End 2017, Jeep®, a “niche” brand entered into a new era: launch of new models and strong growth objectives in a highly French competitive market
– Needs to strengthen its position, attract a larger audience and solve a lack of familiarity.
Choice of a disruptive strategy on top of the media conventional campaigns
– A strong partnership which fits with Brand target, values, budget
– Basketball and its League gathered all the criteria
– Guaranteed high visibility, high recurrence (> 300 games/year), strong territorial network (18 clubs)
– Feb. 2018: “Pro A” championship became the “Jeep® ELITE”
– Then, optimization of the contractual rights thanks to pluri-media actions.
What are the results vs objectives (focus season 2018/2019)
– Visibility: media return of 17 x investment
– Brand image* : +5,3 pts
– Familiarity* : + 6.7 pts
– Purchase intention : + 8 pts
* among people who know Jeep® is namer
A very positive experience which leads to work on the potential renewal of the contract next year
