Rescue Squad

Objective

Jeep aimed to establish credibility and cultural relevance within Saudi Arabia's gaming ecosystem by activating its core brand values—capability, community, and the principle of never leaving anyone behind. The campaign targeted the country's young, gaming-focused demographic as a future market segment, combining off-road rescue culture with a popular gaming platform to drive test-drive bookings and sales.

Solution

Rescue Squad positioned 13 leading Saudi streamers as live rescuers driving customized Jeep vehicles inside GTA's multiplayer environment. Players stuck in-game could request help by typing '/JeepRescueSquad' in chat or pressing F4, triggering a stream-coordinated or always-on server rescue. The activation included an in-game Jeep showroom where players could book real-world test drives, plus physical merchandise rewards (ropes, jerrycans, shovels, towing hooks) to gamers completing rescues. The campaign leveraged the Arabic cultural concept of 'Fazaa'—the instinct to help those in need—as its emotional foundation.

Results

155,000 live stream views; 327 live rescues completed. Engagement metrics: 88% increase in content views, 87% increase in engagement. Driving measurable business impact: test-drive requests increased 9.6% in October and 34.9% in November; overall sales rose 41% versus pre-campaign. The campaign garnered 1.9 billion media reach across 1,606 publications, marking Jeep's first global gaming activation.