Get Lost with Leo Burnett Argentina & Jeep
Many 4x4 vehicles are sold in Argentina, but most of them have never gone beyond the city limits. In an effort to position Jeep as the iconic 4x4 brand and encourage people to go places where others can´t, Leo Burnett Argentina created a new 4x4 driving experience: a ‘GPS to Get Lost’. The device lets adventure-hungry travellers select a ‘Get Lost’ option on their GPS device, transporting them to areas unknown.
The operation is simple. Users set their GPS to ‘Get Lost’ mode and choose the type of surface where they want to experience. The application then takes drivers to off-road spots in the middle of nowhere. It is programmed to encourage unconventionality with sayings, such as "say goodbye to your paved life”, "caution: it is forbidden to drive while wearing a tie”, "advance 50 meters and turn wherever you want", and "congratulations, you are lost”.
The integrated campaign includes TV, print, OOH, PR and non-traditional advertising in radio programs, articles in specialized media, as well as broadcasting of the action through Twitter and Facebook accounts belonging to personalities related to the brand and off-road world. Users can visit www.gpsparaperderse.com to download the application onto their GPS.
The campaign recently won a Gold FIAP Award in Interactive Campaigns.