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Jeep Attracts Hispanic Market With "Chasing Papi" Marketing Campaign

March 26, 2003

Jeep is launching a multifaceted six-weekpromotion built around "Chasing Papi," a Hispanic-themed movie openingApril 16. The campaign includes a national TV spot in both English andSpanish, product integration in the movie, Jeep Chasing Papi Parties ineight major Hispanic markets, online and radio promotion, and bilingualstreet teams.According to the company, the 20th Century Fox-produced movie features Roselyn Sanchez, SofiaVergara, Jaci Velasquez and Eduardo Verastegui, all well-known Hispanicentertainers, actors, or models, in a spirited romantic comedy. The plotfocuses on three very different women from Chicago, Miami and New York andtheir love interest. When the three discover they are all in love with thesame man (Verategui), they decide to teach their "three-timing" fellow alesson and end up on a riotous adventure along the way. The Grand Cherokeeis featured in the film, which also includes a sneak peek of the newChrysler Crossfire."Jeep involvement in 'Chasing Papi' allowed us to create a truly integratedmarketing campaign targeted at the Hispanic-American community, the fastestgrowing market in the U.S. In addition to targeting a market that hastremendous growth potential for our industry, the campaign we havedeveloped has potential to reach general market consumers as well," saidJeff Bell, vice president, Jeep Marketing.In the 30-second TV spot, which is scheduled to begin airing March 24,three young, attractive women are seen leaving a movie theater where"Chasing Papi" is showing. Two of the women get in a Jeep Wrangler; onetakes off in a Jeep Liberty. While at a stoplight, they all spot a "papichulo" (good-looking man) in a Jeep Grand Cherokee who they believe is thestar of the movie. A chase ensues and they catch the "papi chulo," only todiscover that he is not the movie character. As the voiceover says, "Theonly thing that can catch a Jeep 4x4 is another Jeep 4x4," the women leavetheir catch with his hands tied on the street, in front of his Jeep GrandCherokee.To mark the movie's release, Jeep brand will kick off Jeep Chasing Papiparties April 16 at a nightclub in Chicago, and at clubs in New York,Miami, San Antonio, Dallas, Houston, San Francisco/San Jose and Los Angeleson April 17. Targeting young urban Hispanics, the parties will featurefour weeks of themed club events. Partygoers will participate in a"Hottest Mami and Papi Contest," the "Ultimate Jeep Dating Game Contest," asalsa contest and a second-round "Ultimate Papi/Mami Contest." The finalevent in each market will be a "Corazon Aventurero" (Adventurous Heart)Speed Dating event. DJs will spin the hottest Latin music at each venue,highlighting salsa in New York and rock en espanol (in Spanish) inCalifornia, for example.Jeep will feature and promote the Chasing Papi parties via a dedicatedbilingual Web site at jeep.com/chasingpapi (site live on April 7). The Website will feature movie trailers, information about the movie and Jeepvehicles, a calendar of the local events, party invitation sign-up andphotos from the events as they unroll. The parties also will be promotedonline with banner ads on Univision.com in Spanish, and AOL and Yahoo! inEnglish and Spanish.Bilingual street teams will cruise the streets in the eight markets in aJeep vehicle wrapped with "Chasing Papi" graphics before the club events topass out bilingual flyers about the parties. They also will be on site ateach club venue, distributing premiums and accompanied by a bilingualproduct specialist to answer questions. Each club venue will featurevehicle displays and Jeep cutouts.Radio promos on select Spanish- and English-language youth-orientedstations in each of the markets also will support the Chasing Papi parties.Latina Magazine will post information about the parties on its Latina.comHappening section and in the Latina Go Guide section in May and June, andwill send an e-mail blast to its subscribers.GlobalHue, the Chrysler Group's multicultural marketing agency of record,developed the Jeep spots and promotional campaign.
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