Our primary objectives were to announce and drive awareness of Ram’s entry into the EV space with the all-electric Ram Trucks lineup. We aimed to generate interest and build a community of potential buyers who could be nurtured into future Ram owners. Achieving this required overcoming significant skepticism within the truck owner community, who often view EVs as unable to meet their rigorous performance needs.
The main barrier to EV adoption among truck owners was skepticism about performance, with pickup truck owners being three times more likely to cite “Inadequate Overall Performance” as a key concern.
We needed to demonstrate unequivocally that the Ram Revolution would not compromise on performance. Our strategy centered on showcasing the truck’s capabilities and design ethos. This required a multi-faceted approach that leveraged significant cultural moments to introduce and reinforce our commitment to the future.
Our campaign began with a bold move—an 8-part docu-series that pulled back the curtain on the creation of the Ram Revolution. This series provided an authentic look at the origin story of this revolutionary truck- The RAM REV, told through the perspectives of the designers and engineers behind it. Audiences saw that the Ram Revolution was imagined and designed from the ground up to push the envelope on what an electric truck should be. This transparency helped build trust and excitement among our target audience, who appreciated the behind-the-scenes look at the vehicle's development.
The 8-part docu-series was released in stages, each episode delving into different aspects of the Ram Revolution's creation. This series not only humanized the brand but also provided detailed insights into the innovative features and rigorous testing that set the Ram Revolution apart from other EV trucks.
CES Reveal
To emphasize our future and our commitment to innovation, we revealed the Ram Rev at the Consumer Electronics Show–CES, marking Ram Truck’s first-ever vehicle reveal at this prestigious event. This strategic move highlighted our dedication to forward-thinking technology and performance. The CES reveal positioned the Ram Revolution as a cutting-edge vehicle designed for the future, capturing the attention of tech enthusiasts and industry insiders alike. This event demonstrated our commitment to innovation and positioned the Ram Revolution as a serious contender in the EV market. The reveal included live demonstrations of the truck's capabilities, emphasizing its performance, durability, and cutting-edge technology.
Super Bowl
Next, we capitalized on an even bigger cultural moment by launching digitally during the Super Bowl, America's largest stage. This high-profile launch amplified our message and reached a vast audience, driving significant traffic to our dedicated landing page on RamTrucks.com. The Super Bowl reveal allowed us to capture the excitement of a diverse audience, many of whom might not have considered an EV truck previously. The campaign included a captivating commercial that highlighted the Ram Revolution's unique features and capabilities, driving viewers to our dedicated landing page.
Understanding that a revolution takes dedication, time, and collective effort, we used this campaign to form a group of Insiders—enthusiasts as excited as we are to change the truck landscape. We initiated a CRM program that brought these Insiders behind the scenes, providing regular updates and engaging content to maintain their interest and enthusiasm. This community became our most vocal advocates, helping to spread the word about the Ram Revolution and its groundbreaking capabilities.
The results of our campaign were impressive and demonstrated the effectiveness of our strategy. We achieved:
