Jeep chose one of Italy’s most iconic sporting venues to present New Jeep Avenger through a bold activation bringing the SUVS’ adventurous character to life.
Minutes before kick-off in the Juventus vs Lazio match, as the teams warmed up and supporters were taking their seats, the stadium announcer interrupted the build-up with an unusual message: “Would the owner of the New Jeep Avenger, license plate JE1941EP, please move their SUV from the roof of the stadium immediately.”
Fans looked up to see a Jeep Avenger positioned on the roof of Allianz Stadium. An unexpected sight designed to express the model’s “Go Everywhere” attitude with a touch of spectacle. A spirit that has resonated with customers since its launch: this week, Jeep Avenger celebrates the milestone of 300,000 orders worldwide.
Stadium cameras searched the crowd for the mysterious owner of Italy’s best-selling SUV, eventually revealing it to be Juventus captain, Manuel Locatelli. Content on the stadium’s giant screens and LED displays showcased new Jeep Avenger alongside the message “New Jeep Avenger. Go Everywhere”. The activation extended across social media through a dedicated video and content created and shared in real time by supporters in the stands.
Stellantis employees take centre stage in the initiative
Stellantis employees were also invited to take part through an internal casting competition. Three winners attending the match with a dedicated host, reacted to the reveal on the stadium’s giant screen and appeared in social content created by Jeep and Juventus.
A dedicated experience for the public
A supporting audience engagement and lead generation activity also gave visitors the opportunity to explore New Jeep Avenger and its key features up close.
With “The Announcement”, Jeep builds on its relationship with Juventus through a creative activation that reflects the brand’s adventurous spirit. The stunt transformed Allianz Stadium into a stage for new Jeep Avenger and its promise: Go Everywhere, Do Anything.
