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Ram Challenge: Never Back Down

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Readily-available Internet access and a time-starved consumer means more ... Something wildly exciting and unique, but delivering on core segment purchase ... – PowerPoint PPT presentation

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Title: Ram Challenge: Never Back Down


1
Ram Challenge Never Back Down
PANELISTMark Heber, Senior Manager, Dodge
Advertising, Chrysler LLC
2
An Ever-changing Marketing Landscape
  • Never has there been more choice for consumers in
    how they research a purchase

3
Keeping Pace
  • Automobile industry has traditionally focused on
    expensive mass media
  • Digital / Online technology is exploding
  • Readily-available Internet access and a
    time-starved consumer means more resource focus
    online
  • 80 of new car shoppers go on-line
  •  

4
The Power Of Digital
  • Mass media to build top-of-mind awareness is a
    big waste of marketing dollars
  • We are moving to the focused power of opt-in
  • Online , consumers now pick and choose what
    advertising theyre exposed to
  • We need to be where theyre at on their terms

5
The Challenge
  • Launch a game-changing all-new Ram pickup into
    the most challenging automotive market in history
  • Needed to break the paradigm of traditional truck
    advertising
  • Something wildly exciting and unique, but
    delivering on core segment purchase drivers and
    unique product attributes

6
Unique Targeting
  • Identified five Macro-segment targets
  • The campaign needed to speak to all of them from
    Traditional Truckers to Casual Truckers
  • Needed to demonstrate real world Ram applications
    to overcome even the most skeptical truck buyers

7
Ingenuity Under Pressure
  • Wanted to prove how our truck was tougher and
    smarter and real world
  • Our real world inspiration was an emerging
    popular reality show trend of tough guys under
    pressure using brains and brawn

8
The Big Idea
  • The result was a hard-core Dodge Ram Truck
    reality show
  • Dodge partnered with director Tony Scott to
    create a huge promotional stunt Ram Challenge
  • A reality show wrapped like a Hollywood action
    film
  • Four teams of everyday heroes in live competition
    on a brutal obstacle course
  • The Big Idea?the show would be online at
    Ramchallenge.com

9
Immersive Ramchallenge.com Experience
  • A full-screen TV-like Online experience
  • Literally a 360 environment
  • 6-minute Webisodes uploaded each week
  • Expansive elements on the site that move
    consumers through the shopping process
  • Ultimately drove them to Dodge.com

10
All Roads Led to RamChallenge.com
20 Miles of Ram Challenge Footage fueledour
Offline and Online Mediums
Intercepted Truck shoppers through Yahoo
Engaged and Entertained Truck shoppers on
Ramchallenge.com with Webisodes and other
relevant content to hold attention
Turned Awareness into Consideration /Shopping /
Opt-in and ultimately purchase
11
Why Online?
  • Putting Ram Challenge online allowed Dodge to
  • Extend the reach
  • Target our Customers more efficiently
  • Drive them to Dodge.com
  • Approach required an online partner to match our
    offline TV reach, guarantee an audience, and
    enhance our creative

12
The Ideal PartnerYahoo!
  • Dodge strategically partnered with Yahoo to host
    Ramchallenge.com
  • Pushed the online creative envelope to create a
    full-screen TV-like experience
  • Efficient audience reach through both upper and
    lower funnel media placements
  • 84 of Truck Buyers are on Yahoo!

13
Yahoo! Strategy
  • Build an ecosystem utilizing the unique assets
    and superior targeting to drive traffic to
    Ramchallenge.com

1.2 Billion Total Impressions Delivered 192
Thousand Clicks to RamChallenge.com831 Thousand
Clicks to Dodge.com
14
Ram Challenge Election Day Takeover
  • Biggest single day traffic driver tactic funneled
    consumers to Dodge.com and Ramchallenge.com

Votes on Red 88,693
Votes on Blue 118,031
Total Votes 206,724
Total Redirects 220,167
Interactions 462,098
  • Redirects 220,167 clicks
  • Interactions 462,098 clicks

Total Interactions 713,259
Video 30,994 streams
15
Social Media
  • Content fueled Social Media efforts and provided
    additional traffic
  • Magnified the viral spread of the content

11,008,546 million Total Impressions
Delivered 410,000 additional views of Ram
Challenge content
16
With Risk Comes Rewards
  • The element with the most risk brought the
    greatest reward
  • With rich HD Video and Online assets and support
    from traditional advertising the Ram launch and
    the campaign have been a homerun

17
Ram Challenge Made A Big Impression
  • Ram Challenge TV out performed the F-150 campaign
    in memorability, as well as brand and message
    communication
  • Strong integration between television and
    internet campaigns helped drive strong brand
    communication scores
  • Significant improvement at all levels of the
    funnel including a 30 improvement in consumer
    opinion and a 39 improvement in consideration

Nielsen / IAG Factor TG
18
Ram Challenge Drove Strong Search Activity
  • Google Online Search Trends data showed a surge
    in search activity during the Ram Challenge
    campaign
  • Since the campaign, Ram search activity continues
    to outpace all full-size pickup trucks

Industry
19
Our Online Campaign Was A Huge Hit!
  • Online Yahoo! impressions were over 4.4 billion,
    surpassing the target by nearly 1 billion
  • Online visits were over 3.6 million, exceeding
    the goal by nearly 1 million
  • Viewers spent up to 17 minutes on
    Ramchallenge.com
  • Average video completion rate was 90
  • 410,000 additional views of Ram Challenge
    content through Social Media

Combined Ramchallenge and dodge.com
20
The Bottom Line
  • Ram share in the market has improved to 20, the
    highest sales penetration Dodge has experienced
    in over five years
  • Ram Challenge and our online approach has set a
    benchmark for future launches

21
Run Ramchallenge Video
  • Thank you
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