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The floor, relaxed, with comfortable pillows and relaxing music, he asks them to relive their dreams and associations towards products or services starting from themselves : what are you looking for in a car? What are you really looking for in a car? What emerges originates from a sort of collective, culturally shared image of the object of investigation. But this image is not contained in collective reasoning, but by emotions, dreams, memories, shared narratives. As the sessions became deeper, other associations about the world of cars emerged , very different from the initial "safety", "reliability" and "consumption.
Memories of past models emerged, the sense of freedom linked to the first bunch of keys held in the hand, embarrassing wedding photo editing service memories emerged of the first amorous effusions that took place in the back seats. The ideal car was not the safe or comfortable one , but it was the one that would allow you to feel free once again , free from the tensions linked to the roads and traffic, outdoors and in the great prairies. These deep-rooted and shared desires led Chrysler to adopt a strategy to verify Rapaille's analysis: changing the shape of the front lights from square as in the first model to round in the second Why.
Because the hidden cultural code linked to the Jeep Wrangler concerned the sense of freedom of a cowboy , free from the constraints of the asphalt and in contact with nature. And what better way for a cowboy to get around than a horse? The round headlights gave a face to the Jeep, which acquired character and identity, and the car - without initial changes in the marketing campaigns quickly achieved great new success. As proof of this, over time the image of the radiator grille and round headlights was added to the logo, the distribution of T-shirts to Jeep fan clubs with the writing "Real Jeeps have round headlights" and advertising of the car clearly identified with a horse, with courageous cowboys saving children and livestock on the prairies.
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