Jeep Brand Activation at TCS Drive-In Cinema
Off-road adventure before the movie
For Jeep, Live Lab created a brand activation at the TCS Drive-In Cinema in Hinwil tha combined visibility with hands-on product experience. Before the screenings began, visitors explored a brand environment inspired by both urban culture and outdoor adventure – and experienced the capabilities of Jeep’s 4x4 models on a dedicated off-road test trail.
Wood, metal and a woodchip ground surface translated Jeep’s connection between urban lifestyle and nature into a physical environment. The stand created an authentic setting that reflected the brand’s rugged character and invited visitors to engage with the vehicles.
The existing Territory Fit-Trail was transformed into a Jeep Off-Road Test Trail featuring steep inclines, obstacles and a bridge made of uneven timber logs. Instead of explaining vehicle performance on a screen, visitors experienced it first-hand. Hidden Jeep logos along the route added a playful challenge and encouraged exploration through a prize competition.
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