Campaign of the Week: Jeep Ad Sends Unifying Message

A new Jeep ad that originally aired during this year’s presidential debates is sending a unifying message during a tense campaign season. The ad features a variety of people driving Jeeps and singing along to Cat Stevens songs and even putting different political bumper stickers on their Jeep vehicles. So aside from sending a unifying message, how does this ad actually impact consumer opinions? We asked 1,000 respondents about their thoughts on different automotive brands and then tested part of the ad to see how it resonated.

Vehicle Consumers

In Ask Your Target Market’s latest survey, 72% of respondents said that they currently own or lease a vehicle. And another 7% have owned one in the past. Of those respondents, 13% said they’ve owned a Jeep, and 6% currently own one. The most popular brands in terms of current ownership were Ford and Chevy.Looking forward, 53% of respondents said that they’re at least somewhat likely to buy or lease another vehicle at some point in the future. And advertising could potentially have an impact on those purchases, as 55% said they’ve seen at least one advertisement for automotive brands within the past week.

Jeep Ad

Overall, 5% of respondents said that they are certain or practically certain about choosing Jeep the next time they make a vehicle purchase. And 10% said it would be very probable. Of those who viewed a shot of the Jeep ad, 5% also said they would be practically certain about choosing Jeep for their next vehicle purchase. And 11% said it would be very probable.In addition, 63% of those who viewed the Jeep ad said that they’ve watched at least one of the presidential debates this year. Of those consumers, 4% said they would be practically certain about choosing Jeep for their next vehicle purchase. And 12% said it would be very probable.

Brand Attributes

In general, respondents tend to see Jeep as a brand that is respectable and made by a trustworthy company. Those who viewed the Jeep ad were also more likely to see the Jeep brand as popular and reflective of the kind of person they are. But the ad didn’t have a positive impact on the other brand attributes.

Key Takeaways

The unifying Jeep ad only made a negligible impact on consumers’ opinions and potential buying decisions. However, it did have a positive impact on a couple of key attributes. Those who saw the ad were more likely to see Jeep as a brand that shares their values, which could be a factor in buying decisions down the line. But it could also be interesting to note that the ad conveyed a sense of popularity, since it showed how different types of people can enjoy Jeep vehicles. So even though that doesn’t seem to be one of the ad’s aims, it could potentially help the brand with that small aspect of its image.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Jeep by Eduardo Pelosi under CC BY-ND 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on October 29-November 3 via AYTM’s online survey panel.