Jeep & and Leo Burnett Moscow Surprise Drivers with Beauty in Dirt
The legendary car brand Jeep and Leo
Burnett Moscow have created an unusual promotion campaign, ‘Beauty in Dirt’, whose aim was to
attract visitors to Jeep Territory, which is a unique ground for Jeep test
drives in Moscow (located on the territory of Crocus City, near the metro
station Myakinino). Unlike many others, supporters of the Jeep brand are
capable of seeing the beauty in dirt – the beauty of new routes and unconquered
spaces.
At the car park of a huge shopping centre, Europark,
which is located near Jeep Territory, organisers of this promotion were looking
for people who drove there on off-road vehicles. And while people were doing
their shopping, an invited artist decorated one of the main automobile attributes
in March – the cars’ dirty back windows. The artist created a unique landscape
on each of the automobiles: cliffs on the horizon, a mountain river running
through pines and firs. Next to it was attached an invitation to visit Jeep
Territory in Crocus City, to experience Jeep automobiles in very close
to extreme conditions and personally check the ‘beauty in dirt’ theory.
Leo Burnett Moscow Creative Director Evgeniy Tonev commented: "It was a
real adventure! Part of the team was tracking dirty off-roads vehicles entering
the parking area and gave a warning to the rest of us. Others were checking that
vehicles’ owners came to the shopping centre for a while: they would choose
those with a big shopping trolley. Our artist had painted beautifully and, more
importantly, quickly, and was ready to disappear at any moment. We were
prepared for anything. But at the end, all of our heroes were very satisfied:
they were taking pictures of the dirt and were asking about Jeep Territory."
"This collaborative project between Jeep and Leo Burnett Moscow encourages people to see off-road beauty, which you can discover and conquer using the brand’s automobiles," said the head of marketing communications FCA Russia Leisan Abdulina. "The Jeep Territory ground offers everyone a chance to evaluate the exceptional capabilities of Jeep automobiles in practice as well as to improve driving skills under the supervision of professional instructors."
