How this campaign for Ram Trucks won over EV sceptics

Winning The Drum Awards for Content in the Automotive category was Razorfish and Stellantis’ Ram Trucks. Here is the award-winning case study.

Our task was to launch Ram Trucks’ first-ever all-electric pickup truck, targeting an audience of performance-focused “truck people” who are curious about electric vehicles (EVs) but skeptical about their ability to meet traditional truck standards. This audience values substance over hype and demands that their trucks perform as expected, prioritizing being “truck people” first and foremost. Understanding this, our campaign was designed to address these unique concerns and showcase the Ram Revolution’s ability to exceed expectations.

Want to go deeper? Ask The Drum

Objectives

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.

- Advertisement -

Research insights

Research indicated that converting truck intenders to EVs would be challenging. A 2021 J.D. Power survey showed only 15% of those likely to consider an EV pickup, while a 2020 Cox study revealed that 61% of truck intenders preferred internal combustion engine (ICE) trucks, with 35% open to considering both options. 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.

Strategy

To address these challenges, 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.

Suggested newsletters for you

Daily Briefing
Daily

Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week
Wednesday

See the best ads of the last week – all in one place.

The Drum Insider
Once a month

Learn how to pitch to our editors and get published on The Drum.

Execution

The execution of our campaign was meticulously planned and executed to maximize impact and engagement.

Phase 1: Storytelling through docu-series

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. Viewers were introduced to the passionate designers and engineers who worked tirelessly to bring the vehicle to life. 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.

Phase 2: High-profile reveals

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.

The CES reveal was a major milestone, showcasing the Ram Revolution to a global audience of tech enthusiasts and industry leaders. 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.

Our digital launch during the Super Bowl was a strategic move to capture the attention of millions of viewers. The campaign included a captivating commercial that highlighted the Ram Revolution’s unique features and capabilities, driving viewers to our dedicated landing page. The Super Bowl launch generated substantial buzz and positioned the Ram Revolution as a must-have vehicle for the future.

Phase 3: Building a community of insiders

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.

Results

The results of our campaign were impressive and demonstrated the effectiveness of our strategy.

We achieved:

116.8 million social impressions: Our campaign reached a vast audience, generating significant buzz and awareness. 1.6 million website visits: The dedicated landing page on RamTrucks.com attracted substantial traffic, indicating strong interest in the Ram Revolution. Social engagement +2,202% vs. benchmark: Our social media efforts resulted in a remarkable increase in engagement, showcasing the campaign’s impact and resonance with our audience.

The Ram Revolution is poised to change the truck landscape, and this campaign was just the beginning. By addressing the skepticism of truck intenders and showcasing the unparalleled performance of our electric truck, we successfully generated interest and built a community of future buyers committed to the Ram Revolution. Our strategic and innovative approach has set the stage for continued success as we lead the charge into the future of electric trucks.

Sign up for yourDaily Dose of Marketing Insights

The key to our success was understanding the unique needs and concerns of our target audience. By demonstrating that the Ram Revolution could meet and exceed their expectations, we were able to break down barriers and build excitement for our groundbreaking vehicle. The comprehensive and multi-faceted approach of our campaign ensured that we captured the attention of a diverse audience and reinforced our message at every opportunity.

As we move forward, we remain committed to innovation and excellence, continuing to engage our community of Insiders and expanding our reach. The Ram Revolution is more than just an electric truck; it represents a new era of performance, capability, and forward-thinking technology. This campaign has laid the foundation for a successful future, and we are excited to continue driving the Ram Revolution forward.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.