Fiat Chrysler Automobile’s (FCA) India brand Jeep Compass, which was launched in India last year, has been one of the most successful brand launches in recent times, winning 26 awards in multiple award shows in 2017-2018.
Jeep Compass’s engineering, capabilities and architecture is world-class and the launch was boosted by smart marketing, media strategy and communications, giving instant recall and fillip to the brand. Starcom India, the media communications agency, handles the media planning and buying for all FCA India brands and used its data and tech capabilities to reach out to new consumers, influencers and auto enthusiasts boosting sales for Jeep Compass.
Jeep Compass made a big splash across all leading auto award shows winning titles such as NDTV Car of the Year, SUV of the Year and Creative Television Commercial of the Year at NDTV Car And Bike Awards 2018, Car of the Year, Viewers’ Choice Car of the Year and Premium SUV of the Year at 2018 AutoCar Awards, Car of the Year and SUV of the Year at Top Gear India Awards and SUV of the Year at CNBC TV18 Overdrive Awards.
Other wins were Best of 2017 at AutoX, Flywheel SUV of the Year and Flywheel Car of the Year at Flywheel Auto Awards 2018, Techy SUV at Exhibit Magazine and Car of the Year at Times Auto Awards.
Prior to the launch, Starcom facilitated a web series with actor Milind Soman, listing the wide range of capabilities and exciting features of the Jeep Compass. The series gave a sneak preview and generated social chatter and buzz across platforms. The OOH campaign was high-tech and featured a 3D projection of the Jeep Compass in Mumbai; it was accompanied by mall visibility and radio activation. The launch was covered live across different platforms and generated an overwhelming opening response, followed by a 360-degree media campaign with innovative media solutions.
A special brand integration was done at the Colors adventure-based reality show Khatron Ke Khiladi, strengthening the imagery further. Jeep Compass met its target of 10,000 bookings within the first month of launch. FCA and Starcom did a special print release thanking all the customers for their overwhelming response on the launch of Jeep Compass.
Gautam Surath, Senior Vice-President, Starcom India, said, “Working on Jeep Compass has been an incredibly rewarding experience and this has been one of the most successful launch campaigns. The Starcom Human Experience focus connects human values with brand objectives, delivering on strategic, fast-paced and smart integrated communications. Our campaign has been a strong mix of traditional media and innovation driving enquiries for the Jeep Compass, establishing its equity and recall in the Indian market, leading up to high demand. We will bring in more of our insights and capabilities for this iconic brand and look forward to partnering with them on market leadership. Their culture of innovation matches the Starcom ambition and vision.”
Rahul Pansare, Head, Marketing and PR, FCA, said, “We have had an overwhelming response on the Jeep Compass. The 26 awards for the Jeep Compass confirm the quality standards and world-class engineering. The accolades are testament to the incredible brand we have built. Our ambition is to continually push the boundaries and Starcom is a vital partner. We have tremendous confidence in the value-added expertise Starcom brings to our business, unlocking new consumer connections through data-driven communications. We look forward to more of such path-breaking work.”
Jeep Compass is a grand showcase for India’s MakeInIndia drive and vision and disrupted the SUV category as the ultimate adventure vehicle.