Ram Will Tow That
Advertising
Digital Strategy
Public Relations
Project Description
Instead of buying a pricey commercial, Ram leveraged the conversation around other Super Bowl ads to announce the new Ram Heavy Duty best-in-class towing. Challenge and Objectives For the first time in 10 years, Fiat Chrysler decided not to run TV commercials for any of its brands during the Super Bowl. That meant we were tasked with launching the new 2019 Ram Heavy Duty Truck on social media during the big game. For a brand accustomed to an annual big-budget Super Bowl commercial, we had our work cut out for us if we were going to get noticed with a fraction of the production budget and media spend during the biggest advertising event of the year. Strategy The Ram Will Tow That campaign strategy was simple. Since Ram didn’t have the budget for a Super Bowl commercial, we’d tow other brands’ products that did. With towing capacity being a primary factor in the purchase decision for heavy duty truck buyers, this approach gave us the opportunity to showcase that the Ram Heavy Duty can tow more than any other heavy duty truck on the market. Knowing 68% of viewers also engage with the game and commercials on social media, we capitalized on the social conversation and momentum around other brands’ TV ads without having to purchase one of our own. It was a win-win for Ram and the brands who chose to partner with us. While we showcased our best-in-class towing capability, our partner brands such as M&M'S Chocolate, Amazon, Pringles, Avocados From Mexico, Persil ProClean, and DEVOUR FOODS - gained additional (free) exposure. Creative Through short social videos, we demonstrated the incredible towing capacity of the Ram Heavy Duty by towing absurdly large versions of the products featured in Super Bowl ads. If it was advertised, Ram would tow it. To pull it off, we collaborated with each brand to create a custom towing video. Through a combination of existing assets and CG, we integrated other brands’ products into the scene during post production, giving us the flexibility needed to execute with limited time and budget. By responding in real-time, we served highly relevant content that connected to what TV viewers had just experienced, within a matter of seconds. Performance The Ram Will Tow That campaign enabled us to do more with less. Instead of 30 seconds, we spent more time with our audience. 4 hours to be exact. Instead of one conversation, we had many conversations. From chocolate lovers to guacamole enthusiasts, we engaged with prospects outside of Ram’s usual truck-loving social following, many of whom are just as interested in a new truck. And instead of a one-way conversation, we had meaningful conversations with brands and social media users alike, amplifying the reach of the campaign one commercial at a time. The campaign crushed industry benchmarks with a 5.5% engagement rate (paid and earned), the highest in Ram’s history. With 95% positive sentiment, we have no doubt that our social videos made Ram a winner on game day. At the end of it all, America was left with one certainty. Whatever it is, Ram will tow it!Client
Ram TrucksTags
ram trucks
ram
trucks
highdive
social media
superbowl
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