It is clear to Daimler that concrete-bound jeep owners and enthusiasts here in Singapore don't see enough real dirt. 

Enter Jeep Experience, a test drive and brand experience event designed to drive consumer engagement, brand loyalty and new vehicle sales from both existing owners and new buyers. It also supported the experiential launch of the all-new Jeep Wrangler, marking the first time many consumers here saw (much less driven) this vehicle. 

We took on the challenge of ensuring that the setting and staging of the launch and the first Jeep Experience in Singapore conveyed the Jeep branding and had an identity all its own. We secured over 45,000-square-foot of land at Marina Bay and created the highlight of the event - the Jeep Trail Course—filled with a 15-foot-tall mountain of dirt, a two-foot-deep mud pit and rocky terrains that mimicked the conditions of actual off-road driving. Rocks, gravel, boulders and logs were brought in to create the course. 

In addition to the adventurous road course, the event included other entertainment elements – live music performances. A heritage gallery, a Jeep Wrangler inflatable and kid’s course also kept guests busy.

Jeep Experience brought the dramatic capabilities of the Jeep brand to life on extreme courses that tested the limits of the vehicles like no other marketing event of its kind. The by-invitation-only event was a big hit, seeing 65 test drives and over 200 jeep enthusiasts who attested to the ruggedness and capability of Jeep.