Competitor automotive brands are trying to chip into the Jeep consumer base. One well-known American competitor has even copied the Jeep Wrangler to win over a new audience.

In an uncertain automotive landscape where production and supply chains were affected by the pandemic, the main objective was to retain our customer base.

The Middle East Jeep Community is among the strongest Jeep communities globally. They live and breathe our brand value of discovery, and recognize our brand in an instant.

They are outdoor explorers who choose the road less traveled. So we captured their attention anytime they weren’t outside having an adventure. We wanted them to pack a Jeep and go. But how could we speak to a community who lives for a good challenge?

For true adventurers, the best CTA is no CTA. So, we broadcast cryptic messages in the universal language of adventure – Morse Code.

ABOUT THE ART DIRECTION: We created a new design language based on the Jeep logo and used it to strengthen the bond between brand and consumer. First, we minted a new Jeep Font, inspired by the dots and lines of Morse Code, and refined it to match the exact dimensions of the dots and lines in the Jeep logo. Then we created a campaign that sparked a journey of discovery.

The images and locations served as the call of adventure and reflected roads less traveled. Our messages were Jeep Morse signals people were able to decode with a simple online search and which served as invitations for them to disconnect, go off-grid, and exhale. Our vehicles were also hidden so people had to search for them.

This unique approach stayed true to our spirit of adventure, and was so deeply relevant to Jeep that no other brand could mimic us.

RESULTS: For the first time, we created a new design language so unique that no other brand could copy it or speak so directly to our audience, in the process, strengthening the bond between brand and consumer.

The Jeep community, unaffiliated with the Jeep brand, spontaneously started communicating in Morse Code on their Jeep Club Whatsapp groups, we started receiving Morse Code comments on our social posts, and club members printed Morse Code T-shirts.

Our campaign was picked up by major industry blogs and magazines across the world, including Little Black Book, Clube de Criação (Brazil), The Stable (Australia), Roast Beef (US), La Reclame (France) and Campaign Middle East.

TRANSLATION OF MORSE CODE HEADLINES:

TITLE 1 . -..- .... .- .-.. . (Exhale)

TITLE 2 -.. .. ... -.-. --- -. -. . -.-. - (Disconnect)

TITLE 3 --- ..-. ..-. -....- --. .-. .. -.. (Off-grid)