Jeep’s Shocking Strategy That Gets Attention

We’ve recently looked at award-winning ads from big companies that taught us how to handle criticism and target the right audience.

We’ll look at a new ad today that’s all about getting attention.

Jeep’s Bold Claim

Jeep had the first car ad ever to win top prize at the Cannes Film Festival:



Can a Jeep really do that? No. But the imagery is captivating, right?

The idea here is to grab attention. You’ve probably heard this again and again; it’s preached to death in the marketing world. To help you out, we’ll get a little more specific: you want to capture attention with shock value (the good kind, of course).

Jeep wasn’t going to capture attention with a flashy car leaping and bounding over rocky terrain during a storm. Every single car company has done that and the commercials have gotten as dramatic as is realistically possible. They’re glamorous and they’re death-defying and they’re… boring to us, right? We’ve seen them a hundred times. So to actually grab attention, Jeep had to take it a step further.

Apply This To Your Marketing

Translating this to marketing your own business, think about what people usually expect to hear about a business like yours. Now think about what would shock them to hear. Use it.

There is a danger with using shock value to grab attention. Do it the wrong way, and you can seriously annoy some people. I’m willing to bet we all hate getting a piece of mail that’s designed to look like it’s from the government and stamped with a phrase like, “Legal matters require you to open this immediately.” You start to get a little worried! You start to wonder if you pushed the “submit” button when you were filing your taxes.

So the question is, how do you make marketing with shock value work well for your customers?

1. Don’t give a tease in the subject line and a “just kidding” inside the email. Unless it’s April 1.
2. Do use humor if possible. This can often come as a pleasant shock.
3. Do relate it to your product. If your “shock value” is just a gimmick that has nothing to do with your business, it will lose its impact.

Don’t Miss the Last Ad!

We wrap up award-winning ad lessons with a look at how storytelling can get your audience excited. Don’t miss it – sign up to join our email list below!

By:
Education Marketing Associate (Crystal Gouldey Moore) on Google

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6 Comments

  1. Amazing what people will come up with, thanks for sharing it certainly give you something to think about

    9/17/2013 10:44 pm
  2. HA HA what a bold ad! And very nice explanation of why it’s so effective – thanks for sharing – made my day :)

    9/18/2013 5:49 pm
  3. I’m pretty familiar with the members on my email list. I assume this from the amount of sales that i get lol.

    Shock value… it would probably be shocking to them if a “false” website tried to spread some bad news about me and my products. I would immediately counteract these claims, but the free publicity for my site may be beneficial for me lol.

    9/18/2013 7:58 pm
  4. I’ve never seen that Jeep commercial before! It was definetly a breath of fresh air when it comes to car commercials. I think shock value is a great idea and should be used whenever possible.

    9/20/2013 11:19 am
  5. Thanks for the advice will make sure to put it to good use ;).

    10/2/2013 12:59 pm
  6. sharoen moncriffe

    Great ads, keep them coming.

    10/31/2013 12:28 pm