Jeep claims brand-awareness lift from mobile games ad campaign

By Dan Butcher

December 18, 2008

Jeep Grand Cherokee

A Jeep mobile advertising campaign deployed on a mobile gaming network is claimed to have increased brand awareness for the Chrysler-owned SUV brand from 9.7 percent to 20.5 percent.

The rich media mobile advertising platform that Jeep advertised on was Greystripe, a mobile games provider. Greystripe's GS.Engagement ad campaign, which ran from March to April, claimed a 10.8 percent increase in unaided brand awareness and a 14.6 percent increase in online ad awareness, two figures both comparatively larger than the current InsightNorms mobile averages of 6.6 percent and 13.8 percent, respectively.

"The objective of the campaign was to increase awareness and purchase consideration for Jeep and the purpose of conducting the study was to demonstrate the effectiveness of the Jeep mobile campaign in increasing these metrics," said Michael Chang, CEO of Greystripe, San Francisco. "Greystripe allowed Jeep to reach the mobile audience in a self-contained, fun and engaging way.

"Greystripe's full-screen ads see a much higher interaction rate -- 11 percent for this ad -- than traditional mobile banners," he said. "In addition, the research study provided concrete data for Jeep, showing that their campaign objectives were being met."

Jeep ran click-to-jump-page mobile ads.

Cherokee? Renegade? Eugene the Jeep?

The sport utility brand was interested in reaching Greystripe's core 18-34-year-old demographic.

The Jeep report was Greystripe's third brand-lift study in one year, detailing results for advertisers in their network including New Line Cinema and RadioShack.

Jeep partnered with Greystripe to increase awareness and purchase consideration for the brand.

Utility in mobile

Greystripe tapped InsightExpress as the research provider for the study.

The goal of the study was to test the effectiveness of the Jeep mobile campaign at increasing awareness and persuasion metrics and provide the industry with concrete results in mobile game advertising.

While multiple brand metrics increased at a statistically significant level, the analysis also looked at various specific audience segments exposed to the campaign, including gender, age and purchase consideration by vehicle type.

The Jeep campaign resonated best among males, respondents ages 25-34, and respondents already interested in purchasing an SUV.

With males, mobile ad awareness increased by 18.1 percent, with purchase consideration rising 10.8 percent.

Respondents between the ages of 25 and 34 saw an 18.5 percent increase in mobile ad awareness, with a 12.3 percent increase in purchase consideration.

Finally, respondents who were most likely to consider purchasing an SUV saw a 19.6 percent increase in mobile ad awareness, with a 13.9 percent increase in purchase consideration.

Jeep's results indicate that entertaining mobile engagement is one of the most effective ways for brands to achieve their messaging goals.

"The Mobile AdInsights' results demonstrate the effectiveness of Greystripe's rich media mobile advertising for brands," said Joy Liuzzo, director of marketing and mobile research for InsightExpress, Stamford, CT, in a written statement.

"This campaign took advantage of the unique ability of mobile applications to engage deeply with the user through a fun question-and-answer ad format unique to Greystripe," she said.

Comments on "Jeep claims brand-awareness lift from mobile games ad campaign"

1. Dan Taylor says:

   December 19, 2008 at 6:20am

   Nice to see some firms taking cone inc.'s study seriously and putting it into action.
   
   http://www.coneinc.com/content1182
   
   @Kevin - agreed o||||o - simple, yet highly effective.

2. Kevin Planovsky says:

   December 18, 2008 at 3:07pm

   Anyone know who was behind the creative on this? I love the O||||||O GENIUS!