How Cultural Insights Transform Great Campaigns Into Successes

The new Jeep Wrangler campaign is impressive. It’s full of creativity and storytelling, capturing the spirit of adventure that defines the Wrangler. The campaign successfully communicates the excitement of escaping into nature, camping, and creating memorable moments. Globally, it resonates well because it taps into the universal love of freedom and exploration. However, despite its success elsewhere, it doesn’t have the same impact in Saudi Arabia. Here’s why: our urban culture is changing quickly, and for this campaign to connect better locally, it needs a deeper understanding of the culture.

Human insight often works everywhere, as it relies on shared feelings, desires, and experiences that connect people. The Jeep campaign uses this well, focusing on the love of adventure—a theme that appeals to everyone. But sometimes, these global themes aren’t enough to make a campaign feel truly relevant to specific audiences. This is where “cultural insight” comes in. Cultural insight is about understanding local values and behaviors, making the campaign feel closer to the audience’s real-life experiences.

In Saudi Arabia, the Jeep Wrangler has developed an unexpected image, especially in Riyadh. It’s increasingly seen as a “girl’s car,” possibly due to its look, size, or the social image that has formed around it. This perception might make young men hesitate to consider it seriously, as it has gained a certain reputation locally. This shows the importance of understanding and adapting to cultural changes in campaigns.

To make the campaign more effective in Saudi Arabia, Jeep could consider adjusting its message to fit local perceptions. Working with local teams to understand how Saudis view the Wrangler could help create a campaign that feels more relevant and relatable.

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