Rescue Squad
- Brand
- Jeep
- Year
- 2025
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- Publicis Middle East
Objective
Jeep wanted to build trust and cultural relevance with Saudi Arabia's massive gaming audience — an estimated 67% of the population plays — and reach young players as the brand's future customers. The idea was to translate real Jeep values, off-road capability, community, and the local ethos of never leaving anyone behind, into a game world that audience already lived in. The goal wasn't reach for its own sake but real test-drive bookings and sales.
Solution
The experience plays out inside live GTA sessions rather than a standalone app: a player who gets stuck, in mud, wrecked, or stranded off-road, types /RescueSquad in chat or hits F4. A convoy of branded Jeep Rescue Squad vehicles, driven live by one of 13 Saudi streamers, arrives and pulls them out in front of the streamer's audience; off-air, an always-on server answers the same calls automatically. Between rescues, players can walk through a custom in-game Jeep showroom to look over the vehicles, where in-game flyers point them to book a real test drive, and during the streams some viewers were also sent actual off-road gear, tow ropes, jerry cans, shovels, in the real world.
Results
155,000 livestream views and 327 live rescues completed; content views rose 88% and engagement 87%; test-drive bookings rose 9.6% in October and 34.9% in November, with sales up 41% versus the pre-campaign baseline; the campaign also generated 1,606 media placements with a combined reach of 1.9 billion.
- 1
The activation opens outside the game itself: one of 13 major Saudi streamers announces on Twitch, Kick, Instagram, or X that Jeep Rescue Squad is on duty, inviting viewers into the session to call for help.
- 2
Players enter a shared GTA session where ordinary traffic shares the map with Jeep Rescue Squad vehicles — standard in-game Jeeps re-skinned as branded rescue trucks.
- 3
When a player's car flips, sinks in sand, or gets stuck on terrain, instead of restarting they type the chat command /JeepRescueSquad (or /RescueSquad) or press F4 to summon the rescue service.
- 4
The call is answered by whichever streamer is driving a Rescue Squad vehicle at that moment — live on broadcast, or by an always-on server when no stream is running — and a convoy of Rescue Squad Jeeps drives to the stuck player's location in real time, in front of the streamer's audience.
- 5
The convoy tows the player's car free, letting the session continue rather than end — turning a stuck vehicle into a moment of rescue from the community rather than a failure state.
- 6
During broadcasts, players are also surprised with real off-road gear tied to the rescue theme — tow ropes, jerry cans, shovels, and tow hooks — given away outside the game.
- 7
Players can separately drive to a custom in-game Jeep showroom to browse the brand's vehicle models.
- 8
Inside the showroom, in-game flyers invite players to book a real-world Jeep test drive, converting the in-game visit into an actual dealership lead.
