CHALLENGE 188 markets, 467 stations and 6 weeks to pull it off. It was Truck Month, and RAM’s 1500 HD had to capitalize on its award as Motor Trend Truck of the Year with a far-reaching, breakthrough campaign.
INSIGHT A strategy was needed to make the award stand out against competitive Truck Month clutter. Most large cities were not 1500 HD markets, so a true down home effort was required.
SOLUTION CRN hired veteran sportscaster Dick Stockton to host a daily two-minute radio show called “RAM Heavy Duty Moments in Sports.” Each episode contained a cliffhanger halfway through the story, making the embedded RAM spot inescapable. It had people idling their engines in parking lots until the end of the show. DJs drove from neighborhood to neighborhood in the new RAM HD, endorsed it on air, posted YouTube videos of their rides, tweeted about it to their fans, and chatted about it on Facebook. RAM merchandise was given away on the air and promoted online. Launch Day included an unprecedented amount of on-air and dealership activity, making it an inescapable local event.
RESULT Sales during the launch climbed 56 percent. RAM HD pickup truck sales grew by 20 percent year