AUBURN HILLS, Mich.,
Oct. 21, 2016 /PRNewswire/
--
- 'Maximizing Efficiency' theme showcases how Ram ProMaster
and Ram ProMaster City vans are the right tools for small
businesses
- Multidimensional campaign includes television, print,
digital, video and social media
- "Time" television spot debuts Sunday, Oct. 23, on
CBS's NFL football telecast
- Innovative VIP test drive experiences, bringing work vans to
businesses, captured in "Ram on Demand" video series posted on
brand's YouTube channel
Ram Commercial, a division of the Ram Truck brand, launches a
new marketing campaign today for its full line of work trucks and
vans with particular focus on how the division's Ram ProMaster and
ProMaster City vans help small businesses and commercial customers
maximize efficiency.
The multidimensional campaign, the most comprehensive since the
Ram Commercial division was established four years ago, includes
television, print, digital, video and social media components. A
30-second television spot, "Time," debuts Sunday, Oct. 23, on the CBS television network's
early NFL game. The first in a series of "Ram on Demand" videos,
capturing the "surprise and delight" of select small businesses
putting Ram ProMaster and ProMaster City vans through the paces of
their businesses for a full day, launched today on the Ram brand's
YouTube channel. Print ads for the full line of Ram Commercial work
trucks also break this month in targeted publications, including
Forbes, Professional Builder and Remodeling
magazines.
"Ram Commercial vehicles are purpose-built to get the job done,"
said Mike Manley, Head of Ram Brand,
FCA – Global. "While running the day-to-day business and making
every minute count are the primary focuses of most small
businesses, we wanted to demonstrate how the capability,
versatility, ride and handling, fuel efficiency and cargo capacity
of our Ram ProMaster and ProMaster City vans can help drive a
company's efficiency in a very smart way."
"In this campaign, Ram Commercial has created visually
compelling executions that stand out from the 'status quo' in what
traditionally is a functional communication category," said
Olivier Francois, Chief Marketing
Officer, FCA – Global. "The strategy of showcasing the stories of
real life customers using our vehicles and talking about how our
Ram ProMaster and ProMaster City vans work for them is a message
that is sure to resonate with small-business owners."
"Time" TV spot
The 30-second "Time" commercial demonstrates how Ram ProMaster and
ProMaster City vans are extremely versatile for small businesses
like seafood delivery, mobile car wash detailer, heating and
cooling and home restoration companies. Shot in a large soundstage
with a turnstile-type set, the camera rotates from scenario to
scenario eventually revealing that each quadrant is part of a large
clock, showcasing that for any usage and any time of the day, Ram
work vans are purpose-built to get the job done
efficiently.
The final title card also highlights Ram ProMaster City's latest
designation, "America's Most Efficient Work Van," based on
best-in-class fuel economy, cargo capacity and payload
capability.
"Ram on Demand" Test Drives
"Ram On Demand" puts a new twist on the idea of a traditional test
drive. Ram Commercial delivered Ram ProMaster and ProMaster City
vans to small-business owners in Los
Angeles and New York City,
specifically to owners who are operating old work vehicles and who
have never seriously considered the idea of a modern work van. The
vans were customized with upfits based on the business' usages and
then provided for the day to put through the test of normal
business operations and routines. The resulting video content
captures the real "surprise and delight" reactions while engaging
with the vans.
"Ram on Demand" kicks off with a 60-second overview video
followed by two videos each of businesses experiencing the Ram
ProMaster and Ram ProMaster City. Veestro, a Los Angeles-based food delivery company, and
Andrew's Honey, a New York City
beekeeper and honey retailer, are featured in the first two "Ram on
Demand" videos. Additional videos will join the first two on
YouTube and the Ram Commercial website, as well as the brand's
Facebook and LinkedIn sites.
Customer Profile Videos
Different than the "Ram on Demand" full-day test drives, Ram
Commercial's documentary-style customer profile videos showcase the
daily use of Ram ProMaster and ProMaster City vans by various
businesses that currently own Ram vans and how the versatility,
ride and handling, fuel efficiency and cargo capacity help drive
each company's efficiency. Environmental Painting Alternatives of
Orlando, Florida, a commercial and
residential painting company with Ram ProMaster and Ram ProMaster
City vans, is featured in one video currently on the Ram Commercial
YouTube channel and the Toledo,
Ohio, Ecoshine Mobile Auto Detailing company that
exclusively uses a ProMaster van is featured in another. Additional
customer profile videos will be added to the brand's website and
YouTube channel.
About Ram Truck Brand
Since its launch as a stand-alone division in 2009, the Ram Truck
brand has steadily emerged as an industry leader with America's
longest-lasting line of pickups.
Creating a distinct identity for Ram trucks has allowed the
brand to concentrate on core customers and features they find
valuable. Whether focusing on a family that uses a Ram 1500 day-in
and day-out, a hard-working Ram 3500 Heavy Duty owner or a business
that depends on its Ram ProMaster commercial van every day for
deliveries, Ram has the truck market covered.
In order to be the best, it takes a commitment to innovation,
capability, efficiency and durability. Ram Truck invests
substantially in its products, infusing them with great looks,
refined interiors, durable engines and exclusive features that
further enhance their capabilities.
Ram continues to beat the competition in the most sought-after
titles:
- Longest-lasting line of pickups
- Best-in-class fuel economy and longest range with exclusive
EcoDiesel – 29 mpg and 754 miles with Ram 1500
- Best-in-class towing capability – 31,210 pounds with Ram
3500
- Best-in-class payload – 7,390 pounds with Ram 3500
- Best-in-class torque – 900 lb.-ft. with Ram 3500 Cummins Turbo
Diesel
Truck customers, from half-ton to commercial, have a demanding
range of needs and require their vehicles to provide high levels of
capability. Ram trucks are designed to deliver a total
package.
Follow Ram and FCA US news and
video on:
FCA Content On Demand (COD): www.fcacod.com
Company blog: http://blog.fcanorthamerica.com
Company website: www.fcanorthamerica.com
Media website: http://media.fcanorthamerica.com
FCA360: www.fca360.com
Ram Trucks brand: www.ramtrucks.com
Ram Zone blog: www.ramzone.com
Facebook: www.facebook.com/RamTrucks
and https://www.facebook.com/FiatChrysler.NorthAmerica/
Flickr: www.flickr.com/RamTrucks and
www.flickr.com/ChryslerGroup
Pinterest: www.pinterest.com/ramtrucks
and www.pinterest.com/FCAcorporate
Instagram: www.instagram.com/ramtrucks and
www.instagram.com/FiatChrysler_NA
Twitter: www.twitter.com/RamTrucks
and www.twitter.com/FiatChrysler_NA
YouTube: www.youtube.com/RamTrucks
and www.youtube.com/pentastarvideo
Video -
https://www.youtube.com/watch?v=on-xx-Oru38&feature=youtu.be
Video -
https://www.youtube.com/watch?v=zdFWiYkzpUY&index=1&list=PLNHFyWSuB8_iMUHwRyBPuFJxLVURacLRh
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SOURCE FCA US LLC