JEEP / JUVENTUS

Enhancing the partnership between two iconic brands over the course of 11 years of sponsorship.

A 360-degree management of the partnership: from creative concept to strategy, from digital content to on-site activations, from ticketing and guest management to field show production. Among these, it is crucial to mention guerrilla marketing actions and events at dealerships.

Starting from the analysis of the target audience, the strategy has always relied on identifying the most suitable content and activities for each category, as well as the most appropriate digital and physical channels to communicate with them. In a complex scenario, we aimed to effectively leverage all available rights to maximize brand awareness and messages.

The Allianz Stadium is where the sponsorship comes to life. After many years alongside Jeep and Juventus, we know the venue perfectly: here, many activations are focused on the team’s super fans.

We have focused on enhancing the visibility of the Jeep brand or individual vehicles, depending on the marketing needs dictated by the client. For example, during the launch of the Jeep Compass, we positioned a section of the car at the edge of the field, from which some lucky fans could watch the match.

Every year, we organize a photoshoot featuring Juventus players and Jeep vehicles. From creativity to production to post-production, on multiple occasions, we have followed the entire process that led to collecting all the content, videos, and photos. These materials are then used throughout the season to promote the partnership.

From invitations to the ticketing service with a dedicated portal; from design to management of the FCA group’s skyboxes; from recruitment to management of hostesses for guest reception and assistance during matches.

The activation strategy included activities beyond the stadium boundaries, often accompanying the team around Europe. Among these:

• Guerrilla in Berlin, during the 2015 UCL Final: Jeep organized unconventional marketing activities in Berlin during the UEFA Champions League Final in 2015. These guerrilla tactics aimed to create buzz and engage fans.

• Currency of the Brave Tour: Jeep conducted a tour to activate UCL matches. During this tour, people were challenged to use their courage as currency to win special prizes. This innovative approach emphasized bravery and adventure, aligning with Jeep’s brand values.

• Jeep followed the team’s intercontinental trips during the pre-season. These activities likely involved promotional events, fan engagement, and brand visibility beyond European borders.