Jeep
Public experiences
Automotive
Jeep Dare to Wrangler.
309 test drives against a target of 150.
Client
Jeep
Capability
Public experiences
Sector
Automotive
Concept and IP, experience design, build, test drive booking platform, merchandise design, F&B and music curation (Pickl, Tru Cafe, DJ Kaboo), VIP hospitality, on-ground management.
01
The brief
Jeep introduced a smaller turbocharged engine to the Wrangler and set a target of 150 test drives. The job: get people behind the wheel.
02
The insight
People judge an engine by its size. The name asked them to judge it on the trail.
03
The concept
Dare to Wrangler, TOG's own pitch-winning idea and IP. A Jeep world in the desert, opened to the press for a private day, then to the public for two, with a custom web platform to book drive slots in advance. The dare: take the wheel and prove it yourself.
04
The build
Three days to build it from sand: an off-road test drive track, showblocks with Wranglers craned on top, a padel court built from scratch, a mini-Jeep kids' track, a TOG-designed merch pop-up, a Mopar customisation shop, upstairs VIP hospitality and a grand entrance.
What happened.
Stellantis used the concept for a private press day before the public opened, with TOG running it on the ground. Then two public days: 309 test drives against a target of 150, and 4 cars sold from those leads.
Client words
Really super working with you all. Thank you for staying level-headed and delivering brilliance. Looking forward to the next ones.
