GPS devices are supposed to help you find your way but Jeep's 'GPS to Get Lost' sends you out to the middle of nowhere. After activating the GPS, it doesn't ask you where you'd like to go. It simply prompts you for your preference of terrain and directs you to an unknown location away from civilization.
The 'GPS to Get Lost' was developed by ad agency Leo Burnett to increase brand awareness for Jeeps in Argentina. Since the Jeep brand envelops freedom and rugged adventure, a GPS that forces you to explore was the perfect way to express that. In two weeks after the campaign's launch, Jeep saw an increase in brand buzz by 10 times. In addition, the Jeep Facebook fan page saw a 32% increase in traffic.
Wayward Navigation Campaigns
The 'GPS to Get Lost' Campaign Blindly Takes Drivers on a Journey
Trend Themes
1. Adventure-focused GPS - Disruptive innovation opportunity: Develop GPS devices that encourage users to explore unknown locations and embrace adventure.
2. Interactive Brand Campaigns - Disruptive innovation opportunity: Create interactive campaigns that engage users in unique and memorable experiences, increasing brand awareness and engagement.
3. Location-based Advertising - Disruptive innovation opportunity: Utilize location-based advertising to target specific audiences and drive brand buzz and engagement.
Industry Implications
1. Automotive - Disruptive innovation opportunity: Integrate advanced GPS technologies into vehicles to enhance the driving experience and promote exploration.
2. Advertising and Marketing - Disruptive innovation opportunity: Explore innovative ways to create interactive and immersive brand campaigns that captivate audiences.
3. Technology and Software - Disruptive innovation opportunity: Develop enhanced location-based advertising platforms and tools to help businesses reach their target consumers in a more personalized and engaging way.