Chrysler Group 'Back to Nature Project' direct mail campaign

Jeep wanted to build a loyalty programme which would strengthen their customer’s relationship with the brand.

Working with Draftfcb, Jeep started by targeting those people who had bought the 2011 Jeep Grand Cherokee. They were asked to put their car’s off-road capabilities to good use. 

Focusing on four river animals, some of which are facing extinction, the agency created a special 'Back to Nature' kit, which was delivered to Jeep owners all over the country.

The kit included an aquarium with the actual animal, a short explanation about the animal, his habitat and how to care for him, and a map of routes and drop points by the river where Jeep owners could return him back to nature.

Download the full case study - which includes images and an editor's comment on the campaign - below.