CLIENT NAME: RAM
Challenging conventions in the truck market.
THE ASK:
Ram Trucks have a long-standing record of disrupting the full-size pickup market and reshaping (elevating) consumer expectations.
In the truck market, acceptance of new electric trucks has been slow, affected by very real skepticism of product performance. Ram is not the first manufacturer to offer an electric truck, electing instead to further study the market and improve the capabilities that consumers demanded.
62% increase purchase intent – 15% above norms
27% increase in site traffic
135,000 visits to the online reservation portal
Don’t be a guinea pig. be a ram.
While many manufacturers have rushed their electric trucks to market, Ram is less interested in being first and more focused on being best. To land this point, we developed a cautionary tale of products that are too often introduced before all the kinks have been worked out. The objectives of this product announcement communication is to drive consideration and secure pre-launch online reservations of the new RAM REV.
