Jeep Campaign Workshop

"The Jeep Life has never been so easy"

The purpose of my project is to grab the attention of my target audience, seniors (age rage 50s-70s), so they feel like buying a Jeep is a good idea.
To do so I'll rely in three key factors: simplicity or easiness, safety, and reliability.

Among all the car models produced by Jeep I chose the Cherokee as the most appropriate for my target audience. Its cost is relatively higher than other models, however, my audience is aware that higher quality comes at higher prices, and they are willing to pay for a reasonably more expensive car once the quality of its features is important for them.

The TV commercial I designed to sell a Jeep to seniors would show a couple of grandparents, driving a Cherokee with their two grandchildren and their beautiful Border Collie pet in the backseat. The grandparents would drive the car to several different exciting locations such as the beach, the mountains, the desert, the snow, and so on. These experiences would connote the "Jeep Life" to my audience, bringing that off road sense of freedom and adventure shared with the family. While the grandparents are driving the Cherokee to these locations, some features would be shown in the ad, always emphasizing how easy to use they are, as well as how they make the car safe, reliable, and convenient to the target audience. Examples of these features would be the "Advanced 4x4 system", "Park Sense: parallel and perpendicular, front/rear park assist sensors", "Forward collision warning", "Park View: rear back up camera", etc.
The slogan of the campaign would be: "The Jeep Life has never been so easy"


So, what do you think of my commercial? Any ideas of how to implement it?
I believe it is important to show that even though technology has been added in the new Cherokee, it is easy and simple to use, once many seniors are sort of "scared" by complex technology. Also, safety features are very appealing to my target audience, for two reasons: one, they are getting older, and two, because they will most likely be driving with their grandchildren or family members. Thus, that is the reason I would emphasize features such as the "Park Sense" or the Park View", which can be very convenient to prevent collision when parallel parking. Furthermore, with this commercial I would like evoke the sense that despite their age, my target audience can still experience moments of adventure and excitement with their families.

Isa