As far back as we can remember, exploration has always been a race. From setting first foot atop mountains to discovering continents to landing on planets, it's always been about the first ones to get there.

With this extremity in mind, Jeep has engineered a vehicle that can do that—one that can take you beyond the map and navigate through the unknown. One designed to explore the unexplored.

get there first

Campaign Concept Video

return mission

The mission is simple: Leave tire tracks where no one has dared to.

How?

The Sand Runner will embark on a journey deep with the Empty Quarter--a desert that has bested kings, adventurers and curious minds alike. One that is so under-explored, it is not even visitable on Google Maps.

Concept Video

creative platform

How can we inject the notion of discovery into our campaign and bring it into the public eye? By using the largest and most mainstream location-tracking platform that exists - Google Maps.


Even though the majority of the world is visitable through highly advanced 360° technology via the platform, there are still places that Google cannot reach.


This is our opportunity

GOOGLE GUIDE

Jeep will sign up to become a local Google guide—the ones who provide Google Maps with pictures.

EMPTY QUARTER

360° images of the Empty Quarter, not yet visible on Google Maps, will be taken along the mission and uploaded by Jeep. Each with the Sand Runner in frame.

PRODUCT PLACEMENT

Giving the Sand Runner the best product placement it could possibly ask for—the middle of nowhere.

Because when adventure is on the line, failure is definitely not an option.

Google Maps

Desktop Preview Example

Mobile Preview Example

Print media

The images on Google maps serve as actual ads. So how do we spread awareness of these ads across the public?​

Simple, co-ordinates. Jeep will release the exact co-ordinates of the ads via posts and posters, thus letting the public discover the ads and allowing the locations to speak for themselves.

Through the use of QR codes, viewers will be able to scan the posters and be taken straight to the ads on Google Maps. This should work for both the Google Maps app, as well as directly through Google .

no roads needed

First, the Empty Quarter, second, the world. The Sand Runner will set out on new sets of missions. Each one will be documented via the exploration team for an IGTV series.

Each mission will receive its own episode and difficulty rating.

discovering the sand runner

Jeep will create a secret, hard-to-access microsite that will be hidden on the Jeep website for curious viewers to discover.​

Jeep will tease this site via their media channels and the first 10 people to discover it will win test drives and exclusive Jeep merchandise for discovering new digital ground.

​The microsite will contain all campaign information such as the launch video, product features, etc.

ADVENTURER'S KIT

As part of the exclusive merch items, special edition flags will be sent to early discoverers of the microsite so that they can mark newly discovered land, like great adventurers before them.

MARK NEW GROUND

BE PREPARED

Take note - Every great explorer needs a leather satchel and an adventure journal, it’s like a rule. That’s why early discoverers of the microsite will receive these merch items to help aid them on their journeys.

In order to create further curiosity and intrigue about what lies beyond the maps, Jeep will curate a podcast.

Middle Eastern legends, such as The Great River Desert and Atlantis of the Sands, will be discussed in detail.

LEGEND SAYS

GUEST IDEAS

The best place to seek legendary insight is from the source of the myths. Jeep will seek interviews with Bedouins - The desert dwellers.

Desert guides will also be featured to share their thoughts, mysterious sightings  and insight on these legends.

Client Jeep Middle East

Art Director Tamara Razik

Copywriter Jason Walden

Agency One Team Stellantis