> Jeep
Rescue Squad
Turning stuck into epic.
How do you enter gaming culture when your audience
sees advertising as interruption? Jeep noticed that when players
got stuck in a video game, gameplay stopped and players lost viewership.
Instead of buying ad space, we did what Jeepers do in real life by helping
drivers who got stuck off-road. We formed the world's first in-game rescue
service to recover players and save their streams.
“Jeep hijacking GTA is genius”
“Rescue Squad flipped one of gaming’s biggest frustrations
into surprise and community. That’s pure Jeep DNA.”
“Jeep Rescue Squad brings off-roading spirit to the virtual world.”
“We showcased Jeep’s 4x4 DNA in a completely new space,
while connecting it back to real-world adventure and business objectives”
Melhem Najm- CMO, Stellantis Middle East and Africa