Ram Challenge: Never Back Down

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Ram Challenge Never Back Down
PANELISTMark Heber, Senior Manager, Dodge
Advertising, Chrysler LLC
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An Ever-changing Marketing Landscape

• Never has there been more choice for consumers in
  how they research a purchase

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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
•  

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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

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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

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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

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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

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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

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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

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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
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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

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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!

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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
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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
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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
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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

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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
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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
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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
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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

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Run Ramchallenge Video

• Thank you