Organic’s 2008 Webby Awards Submissions

Links: http://www.undergroundaward.com/Jeep3D/ Launch Date: September 2008 Overview: For the Jeep Wrangler Unlimited “Terrain” campaign, Organic created a single, 3D, online ad unit that—when prompted—takes over the page, and then allows users to explore features while riding a virtual Jeep Wrangler Unlimited across a dense and diverse topographical map and adventure. Through this campaign, we wanted to allow people to experience and control a Jeep Wrangler Unlimited without even having to leave the confines of a web banner. We also sought to improve brand opinion and increase consideration for the Jeep Wrangler Unlimited by creating an experience that was true to the core Jeep brand (adventure, authenticity, freedom and nature), while highlighting vehicle features within the actual ad unit. Organic’s unique approach to this campaign came from channel insight and the marketplace. In the world of automotive banner ads, we found that no other automakers had taken advantage of Papervision 3D—a program that allows users to view a landscape in three dimensions. For the Jeep Wrangler Unlimited “Terrain” campaign, the notion of a topographical map was a no-brainer—Jeep owners live for this stuff! By adding in the right sound effects, we were able to provide a full-on Jeep experience—one that lives up to the slogan, “Have fun out there.” The Jeep Wrangler Unlimited “Terrain” online ad units are placed on third-party auto sites (Yahoo, MSN, AOL), where the target audience consists of consumers who are already in the shopping funnel for a vehicle. There is no competitive media running on these particular vehicle pages, but it is still a very competitive category. Results: For automotive banners, success is determined by multiple factors: interaction with the brand, clickthrough rates to the brand site (jeep.com) and most importantly for this particular media is lower-funnel activity—like consumers engaging in activities linked to vehicle sales. Less than one month following launch, the Jeep Wrangler Unlimited “Terrain” campaign logged over 81,228 impressions, 6,232 interactions, and 2,063 clicks. Further, the average brand interaction time for this campaign is 126 seconds—and over two minutes is an excellent response for any single ad banner campaign. Award Category: “Rich Media - B to C”