INEOS
GRENADIER
EXPERIENTIAL TOUR
CHALLENGE
THE WORLD'S GREATEST 4X4 LAUNCHES IN NORTH AMERICA
Sir Jim Ratcliffe could not find the ideal 4x4 vehicle to his liking. So, he decided to create it. From scratch.
Thus the INEOS Automotive Group was born, and the INEOS Grenadier came to life. After becoming a quick cult classic in Europe, it was time to launch it in North America with an engaging experiential prototype tour—catered to reservation holders and media. (After all, North American reservation holders had yet to see one in person.)
INEOS Automotive Group chose JACKSON to lead this Grenadier prototype tour in North America. The tour needed a deft combination of logistics prowess, off-road and overloading expertise and experiential and hospitality know‑how.
SOLUTION
STAGING THE ULTIMATE RIDE & DRIVE
The planned Grenadier tour actually turned into two tours (one per coast). And many tour dates occurred simultaneously.
Even though the INEOS Grenadier is the world's greatest 4x4, you can't just put it in a K-Mart parking lot and wait for it to sell itself. No offense to K-Mart. No, you need to find trails and dirt and rocks and let the attendees experience the off-road awesomeness of the Grenadier first-hand. This is a highly engaged audience with high expectations.
So JACKSON traveled across the country to find the greatest off-road trails (that needed to be near our target cities) and then planned and executed a ride-and-drive worthy of the Grenadier—one that showcased the fleet of prototype Grenadiers while also welcoming and entertaining attendees that weren't behind the wheel. This one-of-a-kind, themed hospitality included a safari tent, displays of accessories, merch, custom Jerry Cans, dining and a VIP lounge area.
RESULTS
WORD GETS OUT. THEN PRODUCTION RAMPS UP.
The media publicity speaks for itself: the tour was a hit. More importantly, there was a 25% increase in reservation holders in North America directly post‑tour.
Even more amazing, the INEOS Grenadier intends to sell 8,000 to 10,000 vehicles a year in the Americas.
OFFICES
