Jeep Nature
The project aimed to identify opportunities for improvement on the JEEP NATURE website, broadening public perception of the event and making communication more engaging. This need arose because the current content did not reflect the atmosphere of the experience, did not engage the target audience, and lacked clear information about how the event worked and how to participate.
Needs that motivated the study
To bring the visitor closer to the atmosphere of the event through texts, images, and videos.
Provide information about the different circuits and difficulty levels.
To reinforce the event's exclusivity for Jeep owners.
To spark the desire to participate in future editions.
Restructure the page better, highlighting key pillars, agenda, and templates.
The study was conducted based on:
Desk research: gathering assumptions and references.
Benchmarking: analysis of similar experiences at Land Rover, Porsche, and Subaru.
Analysis of the current page: identifying content and usability gaps.
SEO study: evaluation of digital positioning and relevance.
Key Results
Competitors use strong visual appeal (images and videos) to convey adventure and exclusivity.
Subaru Wilderness Experience is the closest example to Jeep Nature, as it is also a unique event.
Porsche stands out by allowing the purchase of packages directly on its website.
The current Jeep Nature page does not clearly communicate how the event works, nor does it engage the public.
There is a lack of detail regarding circuit categories and exclusive benefits.
Proposals
To impress visitors with the event's atmosphere: use texts, videos, and images that convey adventure and a sense of belonging.
Highlight differences between circuits: present difficulty levels (4x2 Low, 4x4 Medium, 4x4 High) and exclusive races for Wrangler and Gladiator.
Awaken the desire to participate: create content that fosters anticipation for future editions.
New page structure:
Pillars of the event (exclusivity, categories, Jeep Wave).
Multimedia gallery with photos and videos from previous editions.
Agenda segmented by region.
Portfolio of Jeep models with links to tour operators.
Delight and belonging: reinforcing Jeep Wave as a benefits club and exclusive community.
Conclusions
The study showed that the Jeep Nature page needs to be redesigned to better convey the essence of the event and engage Jeep owners. The new proposal organizes the content into clear pillars, highlights the circuits and categories, and uses visual resources to create emotional impact. Thus, the communication reinforces exclusivity, belonging, and the desire to participate, aligning with the brand's strategy of strengthening its off-road community and experiences.