Demonstrating that nothing compares to RAM’s capabilities.
Independent integrated agency JOY and RAM have teamed up to introduce the world’s fastest pickup truck, the RAM TRX, to Australia.
Building on the success of RAM’s previous campaign line 'RAM Eats Utes for Breakfast', JOY has developed a full campaign with television commercials, out-of-home, digital and social media assets and activations to share why 'The Ram Range Eats Everything Else for Breakfast'.
The new RAM TRX is the hero of the range and as the world’s quickest, fastest, most powerful pickup truck, doing 0-60mph in just 4.5 seconds, it dominates the campaign.
Martin Patton, Principal at JOY, said: "It’s a hugely exciting campaign to introduce the world’s best Pickup Truck to the Australian market. Our aim is to demonstrate nothing compares to RAM’s capabilities so potential buyers can see why RAM Trucks is the only choice for a full-size pickup. It’s the pioneer of the full-size pickup segment in Australia, the leading volume-seller in this country, as well as the No.1 volume market outside of North America."
Libby Young, creative director at JOY, said: "RAM is an iconic brand that represents performance and power. We’ve built the strategy around capturing the essence of a RAM Truck owner – Being Understood With Saying Very Little Is A Different Kinda Power. This is what served as the inspiration of the campaign line, 'Enough Said'."
Justine O’Bryan, national marketing manager at RAM Trucks Australia said: "With 92% of car buyers researching purchases online using multiple touchpoints, it’s vital to reach audiences across a range of quality environments that appeal to the interests of our buyers.
"Our class-exclusive V8 HEMI powered range is perfectly suited to motorsport enthusiasts so we’re kicking off our first activation featuring the new campaign today at the 2022 Bathurst 1000. With more than 100,000 race goers expected, the 6.2L Supercharged V8 HEMIRAM TRX will no-doubt draw a crowd on our stand at ‘merch alley’ and across social media."
Credits:
Client:
Justine O’Bryan – National Marketing Manager, RAM
Agency:
Martin Patton – Planner/ Principal
Libby Young – Creative Director
Jeremy Wynne – Senior Writer
Antoinette Olivieri – Account Director
Mark Thomas – Senior Producer
Terry Kerr – Senior Producer
Production:
Director – Justin McMillan
Executive Producer / AD – Ian Kenny
Line Producer – Brian Ho
Heliguy
DOP – Peter Eastgate
Sound – Peter Graf
Post production:
Electric Sheep
White Chocolat
