Jeep
The Grand Experience
concept & design, NYC
insight
After launching the new line of Grand Cherokees, Jeep needed to shift focus away from its rugged roots toward the safe and reliable idea of today's modern cars. Doing that meant forming stronger cohesion between car buyers, long-time brand enthusiasts and the car maker itself.
idea
To shift an iconic brand like Jeep into this new direction took three core efforts:
Integrating safety and personalization, from the ground up
In the The Grand Designer and Grand Beginning buyers can explore custom options and safety features of their new Jeep. Once settled on their new baby, they can watch the build process in real-time through a live stream.
Introducing new customers to the Jeep experience
Through The Grand Adventure, first time buyers are able to get accustomed to the Jeep experience by putting their model through its paces on a variety of terrain and environments. Using WebGL, the introduction process is made a fun and unique journey, inviting customers to schedule a test drive for themselves.
Forming a social club of car buyers
Once designed, built and brought home, happy owners can get the most out of their purchase with the Jeep app, an entirely voice-controlled platform that provides travel and leisure information or roadside assistance. To round out the experience and reinforce the Jeep community, owners can easily chat with one another to share experiences or organize carpools.
