Dodge Brand Launches Game-changing Dodge Ram With Game-changing Marketing Launch
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AUBURN HILLS, Mich., Sept. 18, 2008 - The Dodge brand challenges the convention of the truck segment with the game-changing all-new 2009 Dodge Ram and a game-changing marketing launch that connects with consumers through new forms of content, new distribution channels and targeting tools.
Unconventional components of the launch include leveraging consumer fascination with the reality television show genre by partnering with award- winning action adventure director Tony Scott to create a first-of-its-kind, long-form reality competition; innovative brand integrations and unique partnerships with three key networks - NBC, FOX and Yahoo!; election night (Nov. 4) homepage takeovers on AOL, MSN and Yahoo!; and a multi-layered media strategy to target, engage and entertain consumers.
"Just as the all-new Dodge Ram 1500 out toughs and outsmarts the competition with it bold exterior design, crafted and refined interior, engineering excellence, superb innovation and best-in-class amenities, we are launching the truck with a highly integrated, smartly targeted creative and media approach that is just as unconventional as the Ram itself," said Deborah Meyer, Vice President and Chief Marketing Officer, Chrysler LLC.
The Dodge Ram marketing launch is product-focused, unconventionally demonstrating the capability of the all-new Dodge Ram using real truck buyers recruited from around the country - construction workers, cowboys and everyday heroes such as firemen and military personnel - on a real obstacle course engaged in a real competition to prove how the all-new Dodge Ram "Never Backs Down From a Challenge."
Additionally, the campaign is customer-focused, involving a multi-layered media strategy that engages and entertains targeted truck buyers.
"We are connecting the Dodge Ram to consumers with more precision than we've ever done before and by using the latest technology, we have the ability to specifically target messages to each individual audience," Meyer added.
Dodge identified five customer segments for the all-new Dodge Ram: traditional truckers, casual truckers, recreation riders, new fabric families and work first truckers. The primary demographics that Dodge Ram 1500 targets are families and the core traditional truckers who, combined, account for 45 percent of the market.
A wide-range of media platforms and consistent creative content will be used to reach Dodge Ram core customers.
Dodge Ram Challenge
The Dodge Ram Challenge showcases the all-new Dodge Ram truck in a way that is different from any competitor and relates to the Dodge Ram core customer. Built around the product - the best truck ever - the Ram Challenge demonstrates the out-tough, outsmart capability of the all-new Dodge Ram in a real-life, high-energy product attribute demonstration pitting American icons against one another on an obstacle course built in the rough California terrain. Teams of firemen, cowboys, military personnel and construction workers were each given a stock 2009 Dodge Ram Crew 1500 and competed against one another in four races and elimination rounds to determine which team would out tough and outsmart the competition.
"The Ram Challenge is the core theme that is integrated and expressed in all aspects of our marketing campaign, including unique digital long-form content, broadcast spots, print ads and even consumer events with hands-on product demonstrations and dealer demonstrations," Meyer said.
The Dodge Ram Challenge - produced by RSA Films director Tony Scott, known for high-energy action adventure movies - becomes a first-of-its-kind, long- form reality show, wrapped like a Hollywood action film. The challenge "webisodes" air on the www.ramchallenge.com Web site, hosted by Yahoo! and linked to the Dodge brand site (www.dodge.com).
Going beyond the traditional 30-second TV spot, consumers can meet the teams and follow the competition through a series of five six-minute online segments.
The RamChallenge.com site launches on Sept. 19 with an introduction of the four teams competing in the challenge. The long-form programming begins Oct. 19 and continues through mid-December.
Additionally, housing the Ram Challenge Web site on Yahoo! gives Dodge a significant presence on Yahoo's expansive social community universe and also allows the brand to take advantage of the breadth of Yahoo's Blue Lithium digital advertising network, which includes other major sites, providing opportunities for the brand to use behavior and other targeting tools to reach core truck audiences.
Online Media
With an increasing number of full-size pickup truck buyers using the Internet as part of their shopping process, approximately 17 percent of the total Dodge Ram media mix will be online.
Nov. 4 election night homepage takeovers on MSN, AOL and Yahoo! will create mass awareness of the all-new Dodge Ram, delivering 341,000,000 guaranteed impressions, and will provide an unparalleled direct avenue for consumer engagement.
Current interactive technology provides advertisers the opportunity to match messages to target customers. More than 50 percent of the Dodge Ram's online impressions will be precisely targeted to Ram truck shoppers, competitive truck shoppers, the five identified Dodge Ram customer segments and consumers who have searched for Ram specific vehicle information.
More than 30 different Dodge Ram messages will be matched to specific online audiences, delivering the right product messages to each targeted consumer online.
Network Partnerships: NBC and FOX
Television networks play an integral role in building momentum for the all-new 2009 Dodge Ram 1500 pickup through distinctive 360-degree, fully integrated and innovative initiatives that engage consumers wherever they go for entertainment, whether it's television, online, print or social media.
With NBC and FOX, the Dodge brand aligns with three premiere, high-reach network television programs in unique product integrations and online promotions: NBC's "America's Toughest Jobs," the NBC Thursday Night Comedy Block and FOX's "Terminator: The Sarah Connor Chronicles."
"The audiences for each program align perfectly with Dodge Ram buyers, providing individual message and product opportunities in a way that builds momentum and maximizes our early positioning in the marketplace," said Meyer.
NBC's "America's Toughest Jobs"
Dodge is the exclusive automotive partner and grand-prize sponsor for "America's Toughest Jobs," NBC's new primetime reality elimination series focused on the most thrilling, dangerous and demanding jobs.
As the perfect demonstration of the Ram's out-tough and outsmart features and capabilities, the all-new Dodge Ram is a key character in the program, helping the 13 contestants complete their tasks in situations that are endemic to how the truck is used in real life.
The winner of the "America's Toughest Jobs" challenge will receive an all- new 2009 Dodge Ram. Additionally, a Dodge Ram will be given away in primetime to one viewer during the Oct. 31 season finale.
NBC's Thursday Night Comedies
The all-new Dodge Ram will be showcased during NBC's Thursday Night Comedies beginning Sept. 29 in the network's first ever co-branded Thursday night primetime partnership.
The partnership includes a consumer sweepstakes where four Ram trucks will be given away in the biggest ever single-night auto giveaway on NBC. On Oct. 23, co-branded promos will run in each show, driving viewers to www.nbc.com/dodgeram for a chance to win a new Dodge Ram. Online, mobile and out-of-home elements will support the promotion. Additionally, NBC and Dodge co-branded print ads will run in ESPN Magazine, Sports Illustrated and USA Today, promoting the sweepstakes and Thursday night programming.
NBC and Dodge also will produce a series of 30-second vignettes for airing in primetime using comedic theme and Ram product attributes.
FOX's "Terminator: The Sarah Connor Chronicles"
The Dodge Ram "Terminator: The Sarah Connor Chronicles" partnership includes storyline vehicle integration, an unprecedented four-vehicle giveaway over four weeks, exclusive sponsorship of the mid-season cliffhanger featuring limited commercial interruption, a Dodge presence across all "Terminator: The Sarah Connor Chronicles" social media sites and communities, co-branded print ads in Rolling Stone and Entertainment Weekly, and Oct. 7 FOX.com and MySpace.com homepage roadblocks.
Additionally, Dodge will be the sole advertiser on the Oct. 6 episode, which will feature only four one-minute commercial breaks throughout the entire program.
Television
Television advertising consists of Ram Challenge promotional spots and four 30-second product-focused television spots. The Ram Challenge promotional spots begin airing on "America's Toughest Jobs" on Sept. 19.
The four 30-second spots begin airing Oct. 19 and focus on key Dodge Ram game-changing features, including the first-in-segment coil-spring, five-link rear suspension, power and fuel efficiency, the Ram's first-ever crew-size cab and the industry's first RamBox cargo management system.
The spots will air on primetime network and cable entertainment programs, including NBC's "America's Toughest Jobs," "Knight Rider" and "My Name is Earl;" FOX's "Terminator: The Sarah Connor Chronicles," "America's Most Wanted" and "Family Guy;" and ABC's "Dancing with the Stars," "Grey's Anatomy" and "Desperate Housewives." A significant percentage of Ram spots will also air on sports programming, including NFL, college football and baseball's National League Championship Series on FOX.
The ads close with RamChallenge.com, prompting consumers to watch the long-form reality show programming.
Print Ads
Eight product-focused print ads are also part of the Dodge Ram marketing campaign, each with a bold, unmistakably Dodge look and feel. Consistent with the television ads, the print campaign focuses on distinct 2009 Dodge Ram features, including the exclusive coil-spring rear suspension, powerful engine, RamBox, crew-size cab and all-new interior. The ads feature the tagline "The all-new Dodge Ram. Never Back Down From a Challenge."
