Al-Futtaim, Jeep UAE and HealthHub, in partnership with ICON Marcom Group, have launched ‘Grow the Drive. Check Your Engine‘: a purpose-led Movember campaign that aims to connect men’s health awareness with the Jeep spirit of care, confidence and community.
November, globally recognised as Men’s Health Awareness Month or Movember, is dedicated to raising awareness about key health issues that affect men; including prostate and other male-specific cancers, as well as mental health challenges.
The concern is that many men delay check-ups or downplay symptoms until it’s too late. What they need isn’t just awareness, but a nudge to take action. This becomes more meaningful from a brand they already associate with strength, confidence and control.
The movement encourages men to take charge of their wellbeing through regular check-ups, open conversations and active lifestyles.
In line with Movember, Jeep‘s ‘Grow the Dive. Check your Engine.’ campaign, which aligns with the brand’s core pillars of freedom, adventure, and living life to the fullest, aims to inspire men to stay strong, both on and off the road.
The campaign turns a relatable insight into action: men service their cars regularly, but often delay looking after their own health.
Through a symbolic Wrangler moustache convoy, free vehicle check-ups and complimentary men’s health screenings at the Rashidiya Service Centre, the campaign brings the message to life in a tangible way.
The campaign aims to go beyond symbolic participation, and create real awareness and engagement that entails depth, purpose and business alignment. It also aims to leverage the opportunity to connect brand purpose with aftersales business.
The initiative also aimed to foster community participation through a symbolic Wrangler convoy and service centre activations, and educate customers on preventive health and regular maintenance, both personal and automotive.
The result is a bold, culturally relevant activation that blends brand purpose with real-world impact.
The campaign was rolled out in a phased appraoch.
Phase 1 – Campaign Seeding
- Invitation cards and accessory vouchers were distributed in Jeep Nation festival goodie bags.
Phase 2 – Awareness Video
- The hero film for the campaign was published across social and digital channels with cut down.
- The brand objectives of turning purpose into action was communicated through the Grow the Drive. Check Your Engine. campaign.
Phase 3 – Activation Weekend
- In collaboration with HealthHub, mobile health booths were set up at Jeep Rashidiya Service Centre for free screenings (e.g. PSA, blood pressure), while also offering complimentary vehicle full check-ups at the same time.
Phase 4 – Social and PR rollout
- The brand undertook content rollouts across the month, from the initial announcement to event coverage and a recap video, along with collab posts across digital and social channels with HeathHub & MOPAR ME.
CREDITS:
Client: Al-Futtaim Trading Enterprises Jeep / Jeep UAE
Hazem Abou El Ela
Mridula Kolachina
Arun Prasad
Prashanth Kesari
Boopathi Selvaraj
Vijay Pinto
Partner: Al-Futtaim HealthHub
Ghazal Bakeer
Areen Samir
Agency: ICON Marcom Group
Sohail Patel
Hassan Zahid
Musab Akhtar
Cesar Abdullah
Rajeevan Vickneswaran
Yoosaf Salman
Srikaant Pharatay
Akbar Kumbhar
Genesis Oliquino
Juliano Bassil
