Jeep Rescue Optical Illusion

Jeep Rescue Optical Illusion, a photo by lee.ekstrom on Flickr.

I created a mash-up in PhotoShop of the Jeep Rescue Concept Vehicle and some tires & wheels that have a life of their own. Hope you enjoy this fun Jeep optical illusion.

Jeep Wrangler Pork Chop Optical Illusion

Jeep Wrangler Pork Chop Optical Illusion, a photo by lee.ekstrom on Flickr.

I thought the Jeep Wrangler Pork Chop concept vehicle by Mopar could use some new psychadelic tread. Hope you enjoy my down-and-dirty optical illusion PhotoShop mash-up!

Jeep Trademark Advertisement

Jeep Trademark Advertisement, a photo by lee.ekstrom on Flickr.

Classic Jeep Trademark advertisement from 1973. It reads:

"Jeep® is spelled with an "R"

We started spelling it that way back in 1950 when we registered the Jeep® name with the U.S. Patent Office. From that moment on, Jeep® has been spelled with an R.

Other manufacturers make sport utility vehicles, but they are not Jeep® Vehicles. The fact of the matter is there is only one brand of vehicle that can rightfully and lawfully be called a Jeep® and this is a vehicle made by Jeep Corporation, a subsidiary of American Motors Corporation.

We earned our name the hard way; over the roughest roads and through a few bi wars so we'd appreciate it if you wouldn't call anyone else by our name--it's a hell of a way to treat a veteran."

Optimizing Google Search Results: Findings in Jeep Wrangler / Call of Duty Campaign

Our Jeep Creative team at SapientNitro was tasked with creating a buzz model page for the 2012 Jeep Wrangler Call of Duty. The Jeep brand created a special Call of Duty: MW3 Edition to support the $10 million ad campaign. I wrote the copy for this Buzz Model Page to support the campaign. 

I met previously with Michael Allen, our Search expert in the SapientNitro Toronto office, about optimizing key words for the features and specs section of jeep.com. He mentioned that headlines are a an important ingredient in the processing that is often overlooked. So a lightbulb goes off in my head.  In order to get higher Google search ratings, I researched key terminology used in past Call of Duty campaigns. This "test" of sorts was would help me on future projects of a similar nature.

Now writing clever headlines for a page is one thing - especially when you're trying to be true to your core values and branding. Trying to weave in key phrases from a co-branding partner is a whole new challenge. First the search for phrases. Then trying to incorporate them without being to forced. Getting our great clients to buy into the idea. It required extra work, but it ended up working on many different levels. In all I incorporated over 20 achievement/trophy phrases into the headlines and body copy (started out with 28, but client review took that down a bit). Titles such as "Back in the Saddle", "The French Connection", "The Dragon Within", "Locked and Loaded", and "Ground Control" were all trophy phrases that gamers would tag with "Call of Duty" to find cheats, or ways to get through difficult levels, in game play. 

Google search results were dramatically increased by associating this Jeep Call of Duty page with key phrases. (Note: I'm basing this in comparison to other projects that didn't incorporate similar techniques). Type in "Call of Duty" in a Google search and the Jeep Call of Duty page comes up 8th on the list - first page - that's without using Jeep in the search cue. Type in "Locked and Loaded" and "Call of Duty" in a Google search (without any reference to Jeep) and the page comes up first in the search.

Type in "The Dragon Within" and "Call of Duty" in a Google search (without any reference to Jeep) and we are come up second in the ranking.

Another example is "Call of Duty" and "Prevent Collateral Damage" - ranks number one in the search again. 

The key phrases goes on and on with first to third rankings on a Google search. But does it work for words that are buried in copy? Seems to help there too. Consider "Raining Pain" and "Call of Duty" - comes up as the third result in a Google search.

Best search results are also had with "The French Connection", "Back in the Saddle", "Elevate Your Senses", and "End Justify the Means". We didn't use any of the key phrases in the Meta Data/Key Words - only traditional Jeep and Call of Duty tags: 

title>2012 Wrangler | Call of Duty&reg;: MW3 Edition | Jeep</title><meta name="description" content="2012 Jeep Wrangler Call of Duty: Black Ops Edition; the only vehicle tough enough to play in this world." /> <meta name="keywords" content="Call of Duty,Call of Duty black ops,Call of Duty black,black ops jeep,jeep wrangler Call of Duty black ops edition,Call of Duty black ops jeep,Call of Duty jeep wrangler,jeep wrangler Call of Duty" /> <link rel="stylesheet" type="text/css" href="/en/includes/css/min.css" />

So where does that leave us? My low-tech test seems to show that using unique terminology, catch phrases, slogans, and key words from co-marketing / co-branding partners in headlines can be very effective in cross-linking the two brands and elevating rankings in Google searches. 

Jeep Beaver International Ad

Jeep beaver Ad - International, a photo by lee.ekstrom on Flickr.

The inevitable outcome of man making inroads into the interior? Trinkets and take-aways for the tourists of course! This playful "Now, Man is Expected Anywhere" campaign for Jeep Wrangler was created by the Leo Burnett ad agency in Paris, France. Designed for international marketing campaign.

Jeep Brand & Juventus Partner Together

Part of the Jeep brand's marketing campaign includes a strong international push including a Eur35 million buy in sponsorship of the Italian Juventus Club. It's a three year deal, showing the long term commitment the brand has in the market. Juventus claims more than 295 million followers around the world. Another American automaker, Chevrolet had signed on to sponsor Manchester United, a popular English team. Of particular note, the Agnelli family, which has a controlling stake in Fiat-Chrysler, also runs the Italian Juventus Club. Part of the sponsorship includes a prominent Jeep logo on all jerseys of players and referees. The Jeep brand will also become the official vehicle supplier for Juventus.

An amazing display of football skills can be found in this promotional video tying Juventus and Jeep brand together. Gunther Celi, the reigning Italian champion of freestyle football and his team mate Andrea Free7 show some amazing skills in this YouTube video. Looking forward to increased sales, both domestically and internationally. Enjoy.

2012 Jeep Wrangler Unlimited Arctic

2012 Jeep Wrangler Unlimited Arctic, a photo by lee.ekstrom on Flickr.

Nice shot of the new 2012 Jeep Wrangler Unlimited Arctic. The new 3.6L V6 engine is really pushing sales through the roof. According to the Toledo Blade, the Toledo Assembly Complex is buzzing 20 hours a day, six days a week. Even at that pace, they can't keep up with orders! The iconic Wrangler has set sales records for the last five months, and new dealer orders are far surpassing all other months for the first 10 days of November.

Wrangler Unlimited has cleaned up nice with the body matching hardtop and fender flares. The more powerful and fuel efficient engine is the icing on the cake.

Jeep Truck Testing

Jeep Truck Advertisement, a photo by lee.ekstrom on Flickr.

Thought for the day: Before you even consider building a Jeep Pickup make sure you're going to have enough serious customers to make it work.

The Jeep brand had a long history of building pickup trucks. Kind of causes problems when RAM is under the same Chrysler umbrella. Last year there was a glimmer of hope for a Wrangler based pickup truck. Since then, Mopar has released a clever JK-8 pickup conversion kit. The $5,499 JK-8 kit allows owners to do the work themselves with just a sawzall and angle-grinder.

Sales as of September were about 300. Was this a litmus test to see how serious the Jeep community was about a Jeep Pickup? Not sure, but as of September 19, the Jeep Pickup hopes are on hold for a while.

Last word from Jeep CEO Mike Manley on September 19th was that Jeep Truck idea is still a high priority, but that it won't see production until 2015-2016 (if at all). Of course, that may change with Chrysler CEO Sergio Marchionni's push increase Jeep vehicle sales internationally. Mid November came news that the Toledo Assembly Complex would receive a 500 million dollar investment with production to begin in 2013.

Copy:
Make sure you're serious.
Before you even consider buying a Jeep Pickup make sure you're looking for a serious truck. Because this one's more than a bed attached to a cab. It's a truck designed and built to outperform the field at the things you need a truck for. That's why we call it The Performance Truck.

THE PERFORMANCE TRUCK WORKS.
It can hold more cargo and haul a heavier payload than comparable 4-wheel drive Ford, Chevy or Dodge pickup trucks. And still gets about the same gas mileage as all of 'em. 16 EPA EST MPG, 21 HWY EST.

THE PERFORMANCE TRUCK GOES.
With 2-wheel drive when you want it and Jeep's legendary 4-wheel drive when you need it. 4-wheel drive that's built in from the ground up, not added on like its competition's.

THE PERFORMANCE TRUCK ENDURES.
95.8 percent of all Jeep vehicles registered in the last 10 years are still in operation today. Another tough performance that Ford, Chevy and Dodge can't match.

THE PERFORMANCE TRUCK WINS.
Jeep Pickups took 1st place in the SCORE Off-Road World Championship, the Mint 400, Baja 1000, Parker 400 and Baja Internacional. Once again outperforming, well, you know who.

All this and a price designed to take on the competition. So why settle for less? Name the terrain. Jeep truck performs.

Jeep Legends Advertisement

Jeep Legends Advertisement, a photo by lee.ekstrom on Flickr.

Classic Jeep advertisement celebrating the CJ-5 Laredo. It's no wonder the Jeep brand has stayed on track for over seven decades - the capability theme has never changed. Read the copy from 1980 with it's strong style and resale value story and it could be substituted for a JK of today.

Copy:
The legendary Jeep vehicles have been protecting forests, transporting troops, delivering mail, plowing snow, winning races and weathering storms for more than a quarter of a century. Longer than a lot of vehicles have even existed.

They've given American drivers more outward mobility, rugged performance and pure fun than any single car in history. And they've held onto their value like they've held onto their legendary design, transcending passing styles season after season, year after year.

But today's Jeep CJ is more than its famous four wheels driving into the sunset. It's the option of contoured buckets, room for four, carpeting, air conditioning, stereo ... hardtop. soft top, no top at all. And something you'll appreciate every time you drive: more miles per gallon than any 4-wheeler made in America. No other vehicle can meet your demands and desires in quite the same way.

Jeep CJ wasn't born a legend. It had to earn the respect of the world's toughest drivers, and keeps on earning it every day. On wilderness trails and unplowed streets. On the job and out on the town. That's why the legend lives on.

Jeep Brand Niche Advertising - Surfing

There's magic in the idea of surfing. The sound of the surf and the pounding waves relentlessly call you to play in an immersed-in-nature experience. The quest for the perfect break drives many the world over. Forever searching. Looking for a remote spot where your only competition is the wave and not a crowd of first timers. It's about being on top. Mentally checked in. In tune with the wave — it's sound, movement and energy. When it's right, you feel like your dancing on the wave. Your in the flow. And you wonder how you can get that feeling anywhere other than a wave.

For many off-roaders, taking their Jeep 4x4 into the backwoods of America can feel like riding the perfect wave at Waimea Bay Beach. It's kind of like tuning in to terra firma. Like being connected from the head and heart right down through the leg and foot pedals and engine and tires — right down to the earth. Nature calls off-roaders much the same way as the surfers. Boulders, rocks, ledges and logs have a way of talking to you through the bottom of your Jeep 4x4. The off-road skid plates are like sounding boards to the soul. It's kind of like Morse Code from Mother Nature passed on through the trail. The gentle woosh of leaves against the quarter panel. The rocks kissing your t-case skid plate. You've got a special connection to the terrain that, when explained, others just don't understand. That is until they make it out to the trail with you. Put them in the driver's seat. Then their ears come alive, and then, and only then, they understand.

The intangible tie of riders of the rip curls and riders of the rugged rock is the common bond that forms between nature's adventurer seekers. It transcends boundaries, job titles, and equipment. It's about being immersed in nature's backyard.

The Jeep brand has had a long history of sponsoring like-minded people who share the spirit of adventure and freedom. One of the key sports that shares the Jeep spirit is surfing. Ben Skinner is showing the Shaka sign, a gesture of Hawaii that says "aloha", that everything is all right, good vibes and mutual respect. Check out a recent interview with Ben by jeep-people after an Association of Surfing Professionals World Longboard Tour Bear Pro event.

While not everyone has access to the waves or has a longboard made by Ben Skinner, you can go to your local Jeep dealer and have instant access to fun and freedom only associated with a Jeep 4x4.

Jeep Cherokee Resale Value Ad

Jeep Cherokee Resale Value Ad, a photo by lee.ekstrom on Flickr.

Vintage Jeep Cherokee (SJ) advertisement with seven key reasons to change the shape of your wagon.

The seventh reason: Resale Value is true today, just as it was with the purchase of this classic full-size Cherokee (SJ).

Kelley Blue Book just announced the 2012 awards and the Jeep Wrangler / Wrangler Unlimited came out on top. It is projected to retain 68 percent of its value after 36 months and 55 percent after five years.

This is particularly important as most new vehicle owners are averaging just over 5 years of ownership before trading in or selling on the open market.

So if you're looking for a styling vehicle that will hold it's value over the long haul - look no further than your friendly neighborhood Jeep dealer.

New Jeep Engine Saves Money

The new 2012 Wrangler is making waves in the media thanks in part to the outstanding 3.6L Pentastar V6 engine. Sure it has 285 hp and 260 lb-ft of torque - that 83 hp increase translates into a 26% improvement in 0-60mph acceleration. But what about fuel economy? That's improved 10% as well. What does it mean to the pocketbook? Compare the 2011 Wrangler with its 3.8L V6 and plug in the new 2012 3.6L V6 to fueleconomy.gov and you'll find there is a substantial savings over the long haul. Look at the 5-year savings - $1,319 . . . that's not chump change. About enough to buy a nice Warn winch for your ride.

White House Infographic Jeep Obama

White House Infographic Jeep Obama, a photo by lee.ekstrom on Flickr.

Cool infographic from the White House. This is an isolated portion that uses the Jeep plant in Toledo as a Case Study to show how the automotive industry has rebounded since 2009.

The infographic shows the many different suppliers that contribute to the iconic Jeep Wrangler produced in Toledo, Ohio.

Through the first 10 months of 2011, Jeep is the fastest-growing domestic brand, with sales up 44 percent. At its current rate, Jeep will sell 413,000 units this year, the most since Chrysler's 2009 bankruptcy. But that's still well shy of 1999, when Jeep set its sales record of 554,466.

The original Willys MB "Jeep" 4x4 for World War II was produced in the now demolished Toledo South Assembly Plant. The Toledo Assembly Complex is a World Class facility that is raising Wrangler quality to new heights.

NOTE: The White House needs a proofreader - should be "Continental Structural Plastics" instead of "Conteintal Structural Plastics" for the Hardtop supplier.

You can find the full infographic in the post prior to this one.

White-House-Infographic-Jeep-Obama

White-House-Infographic-Jeep-Obama, a photo by lee.ekstrom on Flickr.

An official infographic from the White House that used a Toledo Supplier Park produced Jeep Wrangler as the central theme. Seems like President Obama is taking a ride on the meteoric rise of the Jeep brand in sales and quality. I don't blame him. The Jeep brand was, is, and will always be a true American success story. Kudos to Chrysler and the workers for making the current run the best ever.

This infographic was released when President Obama visited The Toledo Assembly Complex - where they produce Jeep Wrangler, Wrangler Unlimited, Liberty and Dodge Nitro.

Jeep Brand Start/Stop Fuel Efficiency Technology

Jeep Wrangler Sport BUX International, a photo by lee.ekstrom on Flickr.

Opt for the uber-cool Turbo Diesel on the Jeep Wrangler and you get some cutting-edge technology for 2012. The new CRD engine comes equipped with Start/Stop technology - the first application of this technology on a Jeep vehicle.

With Stop/Start, the diesel engine is shut off when the vehicle is stopped, the shift gear is in Neutral, and the clutch is released. The engine then restarts automatically when the clutch pedal is depressed. Drivers can deactivate the technology via a button on the dashboard, and an icon displays in the instrument panel to indicate the Stop/Start status.

An upgraded starter and alternator improve durability, and a DC/DC power converter maintains electronic feature functionality while the vehicle is stopped.

Stop/Start technology improves fuel efficiency and reduces CO2 emissions by managing the amount of time the engine runs.

Fuel economy is improved by up to 13-percent, and CO2 emissions are reduced by up to 14-percent.

Love to see this technology come to the states.

Photo courtesy of Autoviva.

What is an Ad Impression?

What is an Ad Impression?, a photo by lee.ekstrom on Flickr.

An ad impression is a measure of the number of times an ad is seen by a user. It is also known as an "ad view."

Social media plays a role in ad impressions, and can reap big benefits at little upfront cost. Consider how the Jeep brand reaped hundreds of thousands of impressions when Evan van der Spuy, a mountain biker on team Jeep South Africa who was hit by an antelope (red hartebeest) was interviewed by numerous networks post t-bone.

The crazy footage was launched on YouTube and was an instant hit. This kind of event is rare - it's kind of like winning the lottery.

www.youtube.com/watch?v=mxFIX0oPTso

www.youtube.com/watch?v=mxFIX0oPTso&list=PL42A30968D1...

Living the Jeep Life

Harold Stephens in his new Willys Jeep 4x4 in front of the capitol in Washington, D.C. - prior to sending it overseas on his world-wide adventure.

The Jeep brand has always been marketed as a vehicle that enables the driver to "Go Anywhere, Do Anything. Harold Stephens took that spirit and lived it to the fullest. Stephens was in the Marines and stationed in China during World War II when his life-long adventure with Jeep vehicles began. He and a buddy "borrowed" a Jeep and explored along the Great Wall of China.

Stephens and his bright-red Willys Jeep 4x4 traveled the globe through Southeast Asia, Iran, Afghanistan, Russia. His collective tales were sold to Argosy Magazine and later printed in his many books.

Check out Stephens website to learn more about his many adventures in his Willys Jeep 4x4.

First Electric Jeep DJ-5E

So ugly it's cute. That's the way Glen Burgess describes his restored Jeep® Electruck, or DJ-5E. Glen has a great Jeep DJ-5E restoration project, of perhaps the last surviving model of the 352 manufactured, one of five sold to Canada Post. The 1976 factory original electric postal truck was found by Glen in a farmers field in Ontario Canada. The restored Electruck weighs nearly twice the weight of a gas-powered Jeep DJ-5 because of the heavy lead-acid batteries. Interestingly there was a recall on the 1975 model.

AMC worked with Gould on a 20-horsepower compund wind DC Motor and two 27 volt batteries for a total of 54 volts. The vehicles were capable of attaining 4o mph for up to 29 miles. The United States Postal Service (USPS) ran a Route Profile Analysis to determine suitability of electric postal delivery vehicles and it was favorable. Interestingly Taylor-Dunn company already has an Electruck® that can reach speeds of up to 25 mph and provide over 40 miles in range. Taylor-Dunn trademarked the Electruck name in 1994. We'll have to see if the next generation of Jeep Electric Vehicles are able to find their way back into the service of the USPS.

New Jeep Come Together Campaign

jeep photo on homepage
Originally uploaded by lee.ekstrom

Living the Jeep Life is more than owning a vehicle. It's about the world-wide family that comes for the ride when you purchase an authentic Jeep 4x4. The new Jeep Experience seamlessly blends the Flickr world into the corporate website with a blend of life images. A number of my images were used in the original launch of the site. Not all sheetmetal and rubber, the new site exudes life, adventure and everything good about the Jeep lifestyle. Bravo!

Dieselicious!

I'd love to power up one of these in the backwoods near our home with biodiesel from the grease vat behind Qdoba. These bikes can crawl up just about anything without leaving much of a trace. Lots of torque, less noise, fuel efficiency and true two-wheel drive put this high on the wish-I-had-it-but-can't-afford-it list.

The early "Trail-Breaker" off-trail bikes had a catchy "Goes Anywhere" motto and "go everywhere ... do everything" catch phrase. (Side Note: Great motto - I worked on helping the Jeep® brand trademark the "Go Anywhere, Do Anything™" slogan a few years back while working at BBDO-Detroit. This is the bike for everyone but Superman - the MK3 brochure proudly stated, "Ride one and believe. The only thing it doesn't do is fly."

Turns out Rokon has been building diesel-powered 2WD bikes since 1999 when they produced 20 for special duty in Mexican mines. It was either a Lister or Petter engine. Another Scotish company is producing a diesel bike called the Ecorider.

The bodacious brute above was shown off at the Electric Vehicle Council of Ottowa in 2008.