Vibrant to launch first in-text campaign linked to weather for Chrysler Jeep

Contextual Ad Leader Vibrant Uses Location-based Targeting within In-Text in Global Media First

LONDON, 8 December, 2010 — Vibrant, the global leader in premium contextual advertising, launches a new campaign for the Jeep brand, Compact Jeep® Patriot using a real time API weather feed linked to the IP location of the user to rev up drivers who love the challenges of the UK weather. The Vibrant ads integrate with Jeep's print and online campaign, which target would-be Jeep drivers who aspire to have the off-road proficiencies to tackle any meteorological upset, due to their all-weather capabilities. The UK campaign is due to run until 22 December.

The innovation, an in-text global media first, features IP targeting which places the user geographically and, together with an API feed from World Weather Online, enables the in-text creative unit to be updated and co-ordinated, in real-time, with the local weather.

One of a series of in-text ads, devised by Vibrant and Maxus, can be served from the bank of three executions, depending on the local weather. For snow:“Oh Hello Snow: I’d been hoping you’d stop by”; for rainy conditions: “Downpour: You are the most perfect driving condition.” And if the weather is actually fine or sunny, a teaser call: “Bad Weather: Come out, come out, wherever you are.”

Naveen Dayal, Marketing Communications Manager of Chrysler Jeep says, “Our overall campaign is about a brand truth that Jeep drivers have complete confidence in the vehicles they drive. Knowing the 4WD capabilities of the world’s original 4x4 brand will ensure you can tackle the ever changing conditions this winter. Free to enjoy the festive season without undue concern over the adverse weather and road conditions. The tone of our advertising is therefore fun and tongue-in-cheek, and we were delighted to be able to extend that to an in-text campaign which offers our customers the opportunity to request a test drive, brochure or learn more about the Compact Jeep® Patriot directly from within the advertising unit.”

Senior Planner/Buyer Patrick Lindon at Chrysler’s media agency, Maxus, says, “Vibrant's ad format and network reach provides a great way to utilise IP targeting. With this ad we are able to show several features of the car and how it is really an ideal all-weather vehicle. With the winter season coming and the ever-changing weather, were the perfect partner for this digital creative idea.”

Doug Stevenson, CEO and Co-founder of Vibrant says, “This is absolutely the perfect brand and campaign to run using the weather feed capability. The advertising fits the unpredictability of the UK weather in the UK, as well as acknowledging that Jeep drivers actually relish bad weather driving conditions that most drivers try to avoid. Over the past 10 years, we have continued to invest in innovation in the contextual advertising sector; and the API feed automatically updating the creative is brand new to in-text.”

This is the first time that Jeep has used in-text to advertise the Compact Jeep® Patriot brand, in a campaign targeting city drivers particularly, since drivers located in more rural locations are fairly well-equipped to deal with bad driving conditions. The campaign will appear within auto editorial, and content appealing to urban drivers.

Editors Note

• Vibrant was founded in 2000, and defined and developed the in-text advertising category.
• Vibrant was the first to provide fully-customised in-text units, including: use of video, super-expandable units, downloadable white-papers, recipe cards and live-feeds for the Stock Exchange and US Open Tennis Championship Results within in-text units. Vibrant also features API feeds from Facebook or Twitter.
• In October, Vibrant was the first in-text specialist to provide a real-time "count-down" unit for the eagerly awaited launch of Microsoft's Xbox 360 new game "Fable III". A world, media first for in-text.
• Chrysler's Creative Agency for the Compact Jeep® Patriot brand is Yuki and its media agency is Maxus Global (http://www.maxusglobal.co.uk)

Futher Information
Paula Evans, Marketing Manager, Vibrant UK : 0207 239 0102 / paula.evans@vibrantmedia.com
Lorette Nettar, PR, Vibrant UK: 07968 521 684 / lorette.nettar@vibrantmedia.com
Patrick Lindon, Senior Planner/Buyer, Maxus: 0207 025 3900 / patrick.lindon@maxusglobal.com

About Vibrant
Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools, and advertising. With over 6,000 premium publishers, reaching more than 200 million unique users per month (comScore, October 2010), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, General Motors, Unilever, Sainsbury's and Hewlett Packard. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognised by the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007 and 2008 and Sunday Times Tech Track in 2004 and 2005.  For more information, visit: www.vibrantmedia.co.uk, www.hyperlinkevolved.com, http://www.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia.

About Chrysler Group LLC
Chrysler Group LLC, formed in 2009 from a global strategic alliance with Fiat Group, produces Chrysler, Jeep, Ram Truck, Dodge, Mopar® and Global Electric Motorcars (GEM) brand vehicles and products. With the resources, technology and worldwide distribution network required to compete on a global scale, the alliance builds on Chrysler's culture of innovation - first established by Walter P. Chrysler in 1925 - and Fiat's complementary technology - from a company whose heritage dates back to 1899.

About MAXUS
Maxus is a global communication consultancy that helps marketers build profitable relationships between consumers and their brands. We combine the disciplines of communications planning and customer relationship marketing to deliver Relationship Media, a new model powered by creative media thinking and sophisticated, real-time customer data. Our services include communications strategy, digital marketing, direct response media, database manage and media planning and buying. We have more than 1,000 people in 30 agencies worldwide, and we're part of GroupM, the world's largest media investment management group that serves as the parent company for all of WPP's media agencies. GroupM's scale creates access to the best media opportunities at the best prices.