The Explorer is constantly seeking self-realisation. They want to discover, explore and be themselves. They yearn for freedom, being able to be who they want to be without boundaries. Explorers need to have purpose or meaning in their life. By exploring and learning from the world around it, The Explorer strives to answer the big life questions such as "Why am I here? What is my purpose?" The Explorer is focused on self-discovery and self-sufficiency and achieves this through being curious, adventurous and intrepid.
Showcasing their drivers discovering and exploring remote parts of the world or just going on epic adventures, Jeep appeals to the individual who craves freedom and wants to explore the great outdoors.
The ‘I bought a Jeep’ campaign shows people from all walks of life surprising and delighting loved ones or neighbours with their proud announcement. The statement even conjures up images of drivers off the beaten track, enjoying their lives.
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.